March 17, 2025 • 22 mins
Helping Ordinary Women Build Extraordinary Businesses, Brands, and Lives They Love While Unpacking Their Inner SHEEO with Episodes Enriching Your Mindset, Wealth, and Faith Factor
VISIT: RachelMedina.com or SHEEOX.com
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Rachel Medina is an Entrepreneur, TEDx Speaker, Christianpreneur, Mommypreneur and an ordinary woman who ditched the C-suite for the SHE-suite by tapping into the new and exciting laptop lifestyle in the SHEconemy, and who built multiple businesses from home, after divorce, as a single mother over 40!
The Rachel Unpacked Podcast is here to help you avoid common mistakes by learning the lessons she learned along the way! Whether you're a corporate baddie wanting to ditch the grind or a single momma ready to learn a new money making skillset from home, the Rachel Unpacked podcast is for you.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome to another episode of the Rachel Unpacked podcast.
I am your host Rachel Medina andin every episode we talk about
mindset, wealth, building and faith for every girlie who is
looking to change and level up her life.
If you want to follow me on social media, you can do so at
Rachel Medina 101 or visit my website rachelmedina.com.
But if you are ready to build a business in a life that you
(00:23):
love, head on over to our new she eox.com site again, she EO
dot com where you are going to find a tribe of like minded
business building dream aspiringgirl.
He's just like you, connecting, learning and growing together.
And a new CEO X partnership program means we attract the
(00:43):
talented, experienced and successful women who are ready
to teach you how they did it so that you can succeed too.
Let's go. Hello, hello and welcome back to
the Rachel OPEC Podcast. We are going to be talking about
the fundamentals of of marketingin a way that the average
consumer that's scrolling on social media or the average
(01:03):
entrepreneur who's building a business or a brand who's just
getting started, looking at whateveryone else is doing and
thinking that they have some sort of understanding of how to
promote their business, advertise your business, market
their business, etcetera, and create buzz around their
business. And the key thing is to
understand the building blocks of marketing.
(01:24):
And I'm going to be able to share this with you in such a
micro dose that is jam packed, but power packed.
You're going to come out of the next few minutes.
This might be an extremely shortepisode.
You're going to come out of thisfeeling like a pro.
And these insights, these principles are shared in books
on social media. People use these, these, you
(01:45):
know, the experts will come out and be like, OK, here's some of
the building blocks. And I'm, I'm going to be sharing
this exact framework with you sothat you understand.
All right. Rachel spent 20 something years
in the magazine industry as an advertising girlie and an
executive at the top level, having to help countless,
countless businesses, brands, scale, market, create buzz,
(02:09):
generate leads, you name it. Because those are not all the
same thing. OK, Build brand awareness and I
am here on the other end of thissaying I got you, I got you Boo
Boo. We are going to break it down
whether you are just getting started.
You might be an independent sales Rep for somebody and you
were like I want to I want to show up on social media and I
(02:30):
want to do marketing. You might see like the Grant
Cardones of the world and just different people showing up on
the Internet and thinking that all of that is a specific type
of marketing. And I'm here to just give you
that clarity that you need. Because once you fully
understand these dynamics, I, I believe you're going to change
(02:52):
the way you see people move online and it's going to be
interesting. And it'll hopefully, God
willing, change how you move in the public eye, right by way of
your brand and your personal brand ID and image and your
messaging and everything in a way that gives you that edge
above your competition. OK, real simple, we're going to
(03:16):
use the scenario of a circus here.
OK, We're going to use the scenario of a circus.
A circus is coming into town. And we're going to breakdown the
different areas of how to sort of market this circus that's
coming to town. Now keep in mind the circus is
your personal brand or the circus is your business, your
(03:37):
product, etcetera. And this is how the building
blocks work and how they're applied so that you really have
a really great understanding. OK, here we go.
If a circus is coming to town and you put up a sign, that's
advertising. So again, if a circus is coming
to town and you're like, let's put up a a poster, let's put up
(03:59):
a sign that's advertising. If you do it, you, whether you
print it yourself, whether you pay to be on signage somewhere,
you're putting up a sign that the and you're announcing that
the circus is coming to town. That's advertising.
OK. Basically, advertising is a paid
form of communication designed to inform or persuade a target
(04:24):
audience about a product, service or event.
It uses various media channels such as print, digital,
television, social media, again,billboards, all that fun stuff.
OK, it is paid for. It is paid for and it is
announcing something or someone.OK now to create awareness and
(04:48):
attract potential customers through target messaging.
I mean, the best thing to do is to use a mix of billboards,
print ads, digital social, you know, Google ads.
I mean, those are kind of going away, but there's an array of
ways that you can quote UN quoteadvertise and spend your money
to do that. OK, In this day and age, I'm not
(05:09):
going to try to confuse anything.
But in this day and age with social media being the way it
is, you're going to hear terms like organic reach.
And that just means that they'reposting on social media and
they're not paying to show up onsocial media.
But those deals are going viral organically.
OK? So I hope that gives you a
(05:29):
little bit of a little bit of insight.
OK. Now if you put the sign on,
again, the sign announcing that the circus is coming to town,
the thing that you paid for, like the ad, OK.
If you put the sign on the back of an elephant and walk it
around town, that is promotion. That is a promo people think of
(05:54):
like promos as like, oh, what's the promo code?
Like promo code Like they they think promotion is like
discount, but the actual like the promotion is like how I
think of like the commotion. OK, Promotion is commotion.
So you didn't just take the the poster, the sign that's
announcing that the cut that thecircus is coming to town.
(06:16):
You put that sign on an elephant.
OK, to create this promotion that sort of evokes like a
commotion, like wow, OK, becausethe elephant is now walking
through town and it and then it's like, what is that elephant
doing in town? Oh, look what the what does the
sign say? The sign says a circus is coming
(06:36):
to town. OK, You see where I'm going with
it? A lot of people miss this part,
this little aspect of it. OK, But you're going to you're
going to after this episode, you're going to spot certain
things on social media as you'rescrolling and the things that
the the brands do and influencers do.
And you're going to start to it's you're going to start to
see it. You're going to start to see it.
And then the more that you see it in the Cleary that you get,
(06:57):
you're going to be able to applythese these building blocks and
these elements to your own personal brand and your own
business. Basically, by definition, you
know, promotion involves activities that create
excitement, engagement with the brand, often using, you know,
unconventional creative tactics.You know, there's, there's just
like a lot of ways. If you're an older individual
(07:19):
like myself maybe, and you grew up in in Southern California or
maybe like even Texas, you mighthave seen commercials that were
like, go see Cal, go see Cal, gosee Cal, you know, and it was
like Cal Worthington and his dogspot.
And the dog spot was never a dogwith spots.
It was always like a giraffe, like a lion, you know, an
(07:40):
elephant. And so it's it's promotion
creates commotion, so to speak. It's that awe stopping thing.
Now, if the elephant walks through the mayor's, let's just
say office or like the town halland the local newspaper or the
media comes out and writes a story about it or does a segment
(08:04):
about it, that's publicity. That's PR.
That by definition is not paid for.
That's a form of earned media. OK, So earned media is attention
that comes to you. It's a curiosity from the media
and the masses that comes to youand says, tell us more.
(08:28):
And that's earned media. That's PR.
OK. You'll see people get featured
in like Forbes or Business Insider Inc or like any other
smaller publication or they get interviewed on things that those
people that type of media, they're not paying for it.
Although there are these sort ofmore things that are taking
place nowadays where people are paying to play and that's
(08:51):
actually frowned upon. It doesn't mean it's not
effective in some regards to people who don't know the
difference from the outside looking in, but it's a, it's a
fake it to make it. It's like if I was to go to the
store and go buy an Emmy Award and and be like, look, I have an
Emmy Award. It's not a lie that I have a
physical Emmy Award, but I did not earn.
(09:14):
You see where I'm going with it.I did not earn that award.
I didn't do the work to build upthe actual respect in my field
or expertise in my field. I bought the award.
And so I'm pretending essentially cosplaying being an
Emmy Award winner. And there are ways that you can
(09:35):
be a legitimate person and sort of strategically sort of
position yourself. But but most, most legitimate
people do not, they don't even dare to touch anything that's
sort of paid. It looks like PR that's paid.
They won't touch it. They won't touch it, myself
included, I won't touch it. And so if it comes to you
(09:56):
naturally, organically, the media is genuinely curious about
you and they want to cover you as a feature, as a topic, as a
story, your business, your brand.
Tell us more. That is earned media, that is
public relations, that is publicity, and that my friends,
is gold. OK, So you can utilize the other
(10:17):
two things, right? You can utilize some
advertising, you can utilize some promotion commotion tactics
that then can create sort of this that lead to publicity.
And if you do it right, that's exactly what will happen.
OK. So again, if the elephant walks
through town, you know, to the mayor's office, you know, then
(10:37):
the media comes out, wants to cover it and etcetera.
That is earned media, that is PR, that is publicity.
And often times by the way, it'sit's sort of beyond your control
what the take is. So you don't get to decide what
their opinion is of you. You don't get to control the
(10:59):
narrative. You don't get to control the
headlines. You just are you and they're
showing interest in you, and then they basically give you
airtime and they're featuring you, but you don't know what the
take is. It could be, wow, look at this
amazing, you know, producer who's bringing a circus to town
(11:20):
that's going to really entertainthe children.
Or they could interview you and seem like that's what it's going
to be and you could be all excited.
And then all of a sudden the feet, the news comes out that
you are buying elephants from, you know, abused, you know,
ranches or whatever breeders andthat, you know, the carbon
(11:40):
footprint of these elephants being in town and, you know,
crushing the Lily beds, you know, near the Mary's office is
a travesty. So like that's the part that you
don't know those there's people that will argue bad publicity is
better than no publicity. That example that I just gave
you, that's what they're talkingabout.
That mindset is like, hey, at least you're mentioned and it's
(12:02):
bringing awareness to your brandor your event or the purpose
that you're trying to accomplish.
And you have to remember in in advertising, and I won't get
into this too much, but one of the things that I learned in my,
in my extensive career was I would have to, you know, go to
my clients and say, why would you compare yourself and your
advertising to your competitors?And they would say, well, so
(12:24):
people could know that we're better than them.
And I would say, yeah, but then you're giving them airtime like
you're giving them, you're giving them PR like you're
essentially paying for the promotion that causes a
commotion that leads the eyeballs over there, whether
it's positive or negative. In this case, they're going to
go, well, you know, bad publicity is better than no
publicity. So don't do your best to not put
(12:47):
your competitors or your enemiesor anything like that in the
areas that you're paying for with with regards to marketing
and media. OK, Now let's get into this
example. OK, if you get the mayor to
laugh about the fact that an elephant came to his office with
(13:11):
a sign on its back announcing that your circus is coming to
town, that's public relations. OK, That's that's like what
they're saying about you. OK, So you got to remember that
like the the rest of it is what you are saying about yourself.
(13:32):
The rest of it is what you are saying about your business, what
you are saying about your circus, what you are saying
about your product, but what others say about you, your
service and your product. That is truly public relations,
that is truly PR. That is is gold.
If you can shape and have influence over the perception
(13:57):
and create a positive experiencethat allows people to speak
positively about you, you have PR gold.
Often times you have to a lot ofnewer entrepreneurs and brand
builders don't understand the bad publicity spreads faster
than good publicity. So for example, if you have a
(14:18):
satisfied customer that comes toyour restaurant, they're going
to eat and love the food and be like, wow, that was great.
And then they'll come back. But, and they might tell 2-3
people around them like, Oh yeah, hey, you should go to this
restaurant. If it's bad, bad service, bad
food, they're throwing up. They found a Roach in the soup
or whatever the case may be. Their statistics have shown
(14:41):
throughout my career that they're going to tell a minimum
of 10 people see where I'm goingwith it.
So it's not just about bringing in the clients and bringing in
customers and and focusing solely on what can I do to bring
new customers. It's also about creating a
nurturing experience and a positive experience in, in in
(15:03):
put pouring in efforts, money orwhat not to be able to create a
positive experience that they will then return to create a
return customer. But a return customer who is
happy to recommend you to their immediate like their Co worker
or their sister or brother or something like that, someone at
(15:26):
their church. But if you do something bad, if
you if you would neglect that area and you neglect in the
nurturing sequence of your customers that are coming to
your business, they're going to go tell several people it's not
worth it. And that's where you get bad PR
OK, so you so it's PR and all. And the one you know, before
(15:47):
that that I mentioned ocean, it's difficult earned media, you
know, it's difficult to control the narrative.
And all you can do is your absolute best and and hope from
the bet, you know, for the best from there.
Now, if you tell them about the various entertainment booths
that you have the fun that they're going to have, you know,
(16:09):
at the circus and you're answering the questions, you
know, about, OK, what is my ticket?
Give me, it's basically like features and benefits, like, oh,
you know, for the price, you know, for the lower ticket you
get here, but it includes cottoncandy.
If you just say anything like, oh, a night of fun and
entertainment, you're going to laugh and your family is going
(16:31):
to da da, da, da, da da, features and benefits, features
and benefits, essentially that sales, OK, you're selling.
That is sales. OK, Features and benefits,
anything that's like a feature, oh, this blow dryer cools it.
It dries with cool air. The benefit, that's a feature by
the way, it dries using cool air.
(16:53):
That's the, that's the feature. And the benefit to that is it
prevents damage and breakage of your hair.
See where I'm going with it? So anything that's sort of, you
know, sharing features and benefits.
And I would even argue value in other words.
And if it's if it's using, you know, cool air to dry your hair,
and then the benefit is that youreduce breakage.
(17:17):
The value of that is, yeah, it'sa $300 blow dryer.
But in the long run, you're saving money on certain
conditioners and products to repair your hair and blah, blah,
blah. So that is sales.
That is sales. And when you talk about
marketing funnels and content funnel, content pillars, I talk
about this a lot, especially if I'm mentoring individuals.
(17:39):
They're, they're like, oh, you know, can I just do these types
of videos? Because I see people in my, in
my niche just doing the same type of videos.
And I'm like, yeah, but all they're doing is selling.
They're not offering value, They're not offering an
experience, They're not offering, you know what I mean?
So like there's different content pillars, you know, like
I like to say entertainment, education, personalization, you
(18:03):
know, and then like call to actions and stuff like that.
So when I do the content pillars, I do them very broad
because they're, my brain works in line with these, these
building blocks that I'm sharingwith you, which are all sort of
marketing based. But one of those pillars is
sales. And that is a very features and
benefits format that then has a call to action and sort of like
(18:25):
a hey, come, come buy this thingfor the low, low price up or
whatever. So it is, it is sales.
OK, now if you planned the entire thing, you planned the
the, the, the sign, the poster that announced the circus coming
in. You thought of the fact of like,
(18:46):
hey, let's have an elephant. Let's put the sign on an
elephant and then you were like,and you know what, we can have
that sign on the elephant and then have the elephant walk to
the mayor's office. And then you know what?
Let's, let's see if the media will come out and then capture
the mayor laughing about it and getting a kick about it.
And, and also let's let everybody know what they're
(19:09):
going to get when they're at thecircus and how fun this is going
to be for their family and how it includes popcorn.
And it's going to be a wonderfulway for their children to learn
about whatever. And you planned it all.
That's marketing. That's marketing.
So people think marketing is, oh, I, I did a, a social, a
video for social media and I putit up there.
(19:31):
I'm marketing. No, not at all.
Somebody comes knocking at your door or via your e-mail and
saying, hi, we're an agency. We're a, a social media
marketing agency. And what we'll do is we'll help
edit and create, you know, hooksfor, you know, 10 videos.
It's, it's like it goes beyond that.
That's a part of marketing, but that's not, that's not the full
(19:54):
scope of marketing. So when you are showing up in
the public domain, be it social media or.
Speaking at events or whatever the case may be, wherever you're
showing up there, there's all these different pillars of
marketing that are very, very intricate and important in to
one another. So they all sort of work In Sync
with one another. And basically the goal is, you
(20:18):
know, if you can get some PR, then that's fantastic.
But again, it don't be tempted to pay for it because again,
you're going. I I get that people are
impatient and they're like, yeah, but I'm new to this
business and I want to be taken serious and I want to be admired
and I want to be looked at as somebody with, you know,
notoriety. And I want to be able to show up
in the market and be seen as equal to these people that are
(20:41):
being interviewed and everything.
So I'm going to go and buy an article and I'm going to go buy
a spot on a podcast so that it can interview me.
And I'm going to go and I'm going to go pay to be, you know,
to go speak on stage because hey, I get to say that I spoke
on the same stage as as XYZ person who actually earned
earned their way there and has earned media featuring them who
(21:05):
decide who you want to be in theworld and show up in the world
as that as you're on the journeyto learning and earning your way
to the top. OK, earning, learning and
earning your way to the top because of this one thing that
I'm I'm going to leave you with in this episode.
When you think you're good at something, you're going to pay
(21:27):
to tell everybody that you're good at it.
But when you're actually good atit, when you're actually good,
you're actually an expert, you're actually a pro.
Others will tell you that you are.
Others will let you know and others will seek you out because
of it. That, my dear, is earned media.
(21:52):
And that is the difference between pay to play, fake it to
make it, showing up on social media, throwing spaghetti
against the wall, seeing what sticks, and actual true
marketing components. The more you know.
Let's go.
Welcome to another episode of the Rachel Unpacked podcast.
I am your host Rachel Medina andin every episode we talk about
mindset, wealth, building and faith for every girlie who is
looking to change and level up her life.
If you want to follow me on social media, you can do so at
Rachel Medina 101 or visit my website rachelmedina.com.
But if you are ready to build a business in a life that you
(00:23):
love, head on over to our new she eox.com site again, she EO
dot com where you are going to find a tribe of like minded
business building dream aspiringgirl.
He's just like you, connecting, learning and growing together.
And a new CEO X partnership program means we attract the
(00:43):
talented, experienced and successful women who are ready
to teach you how they did it so that you can succeed too.
Let's go. Hello, hello and welcome back to
the Rachel OPEC Podcast. We are going to be talking about
the fundamentals of of marketingin a way that the average
consumer that's scrolling on social media or the average
(01:03):
entrepreneur who's building a business or a brand who's just
getting started, looking at whateveryone else is doing and
thinking that they have some sort of understanding of how to
promote their business, advertise your business, market
their business, etcetera, and create buzz around their
business. And the key thing is to
understand the building blocks of marketing.
(01:24):
And I'm going to be able to share this with you in such a
micro dose that is jam packed, but power packed.
You're going to come out of the next few minutes.
This might be an extremely shortepisode.
You're going to come out of thisfeeling like a pro.
And these insights, these principles are shared in books
on social media. People use these, these, you
(01:45):
know, the experts will come out and be like, OK, here's some of
the building blocks. And I'm, I'm going to be sharing
this exact framework with you sothat you understand.
All right. Rachel spent 20 something years
in the magazine industry as an advertising girlie and an
executive at the top level, having to help countless,
countless businesses, brands, scale, market, create buzz,
(02:09):
generate leads, you name it. Because those are not all the
same thing. OK, Build brand awareness and I
am here on the other end of thissaying I got you, I got you Boo
Boo. We are going to break it down
whether you are just getting started.
You might be an independent sales Rep for somebody and you
were like I want to I want to show up on social media and I
(02:30):
want to do marketing. You might see like the Grant
Cardones of the world and just different people showing up on
the Internet and thinking that all of that is a specific type
of marketing. And I'm here to just give you
that clarity that you need. Because once you fully
understand these dynamics, I, I believe you're going to change
(02:52):
the way you see people move online and it's going to be
interesting. And it'll hopefully, God
willing, change how you move in the public eye, right by way of
your brand and your personal brand ID and image and your
messaging and everything in a way that gives you that edge
above your competition. OK, real simple, we're going to
(03:16):
use the scenario of a circus here.
OK, We're going to use the scenario of a circus.
A circus is coming into town. And we're going to breakdown the
different areas of how to sort of market this circus that's
coming to town. Now keep in mind the circus is
your personal brand or the circus is your business, your
(03:37):
product, etcetera. And this is how the building
blocks work and how they're applied so that you really have
a really great understanding. OK, here we go.
If a circus is coming to town and you put up a sign, that's
advertising. So again, if a circus is coming
to town and you're like, let's put up a a poster, let's put up
(03:59):
a sign that's advertising. If you do it, you, whether you
print it yourself, whether you pay to be on signage somewhere,
you're putting up a sign that the and you're announcing that
the circus is coming to town. That's advertising.
OK. Basically, advertising is a paid
form of communication designed to inform or persuade a target
(04:24):
audience about a product, service or event.
It uses various media channels such as print, digital,
television, social media, again,billboards, all that fun stuff.
OK, it is paid for. It is paid for and it is
announcing something or someone.OK now to create awareness and
(04:48):
attract potential customers through target messaging.
I mean, the best thing to do is to use a mix of billboards,
print ads, digital social, you know, Google ads.
I mean, those are kind of going away, but there's an array of
ways that you can quote UN quoteadvertise and spend your money
to do that. OK, In this day and age, I'm not
(05:09):
going to try to confuse anything.
But in this day and age with social media being the way it
is, you're going to hear terms like organic reach.
And that just means that they'reposting on social media and
they're not paying to show up onsocial media.
But those deals are going viral organically.
OK? So I hope that gives you a
(05:29):
little bit of a little bit of insight.
OK. Now if you put the sign on,
again, the sign announcing that the circus is coming to town,
the thing that you paid for, like the ad, OK.
If you put the sign on the back of an elephant and walk it
around town, that is promotion. That is a promo people think of
(05:54):
like promos as like, oh, what's the promo code?
Like promo code Like they they think promotion is like
discount, but the actual like the promotion is like how I
think of like the commotion. OK, Promotion is commotion.
So you didn't just take the the poster, the sign that's
announcing that the cut that thecircus is coming to town.
(06:16):
You put that sign on an elephant.
OK, to create this promotion that sort of evokes like a
commotion, like wow, OK, becausethe elephant is now walking
through town and it and then it's like, what is that elephant
doing in town? Oh, look what the what does the
sign say? The sign says a circus is coming
(06:36):
to town. OK, You see where I'm going with
it? A lot of people miss this part,
this little aspect of it. OK, But you're going to you're
going to after this episode, you're going to spot certain
things on social media as you'rescrolling and the things that
the the brands do and influencers do.
And you're going to start to it's you're going to start to
see it. You're going to start to see it.
And then the more that you see it in the Cleary that you get,
(06:57):
you're going to be able to applythese these building blocks and
these elements to your own personal brand and your own
business. Basically, by definition, you
know, promotion involves activities that create
excitement, engagement with the brand, often using, you know,
unconventional creative tactics.You know, there's, there's just
like a lot of ways. If you're an older individual
(07:19):
like myself maybe, and you grew up in in Southern California or
maybe like even Texas, you mighthave seen commercials that were
like, go see Cal, go see Cal, gosee Cal, you know, and it was
like Cal Worthington and his dogspot.
And the dog spot was never a dogwith spots.
It was always like a giraffe, like a lion, you know, an
(07:40):
elephant. And so it's it's promotion
creates commotion, so to speak. It's that awe stopping thing.
Now, if the elephant walks through the mayor's, let's just
say office or like the town halland the local newspaper or the
media comes out and writes a story about it or does a segment
(08:04):
about it, that's publicity. That's PR.
That by definition is not paid for.
That's a form of earned media. OK, So earned media is attention
that comes to you. It's a curiosity from the media
and the masses that comes to youand says, tell us more.
(08:28):
And that's earned media. That's PR.
OK. You'll see people get featured
in like Forbes or Business Insider Inc or like any other
smaller publication or they get interviewed on things that those
people that type of media, they're not paying for it.
Although there are these sort ofmore things that are taking
place nowadays where people are paying to play and that's
(08:51):
actually frowned upon. It doesn't mean it's not
effective in some regards to people who don't know the
difference from the outside looking in, but it's a, it's a
fake it to make it. It's like if I was to go to the
store and go buy an Emmy Award and and be like, look, I have an
Emmy Award. It's not a lie that I have a
physical Emmy Award, but I did not earn.
(09:14):
You see where I'm going with it.I did not earn that award.
I didn't do the work to build upthe actual respect in my field
or expertise in my field. I bought the award.
And so I'm pretending essentially cosplaying being an
Emmy Award winner. And there are ways that you can
(09:35):
be a legitimate person and sort of strategically sort of
position yourself. But but most, most legitimate
people do not, they don't even dare to touch anything that's
sort of paid. It looks like PR that's paid.
They won't touch it. They won't touch it, myself
included, I won't touch it. And so if it comes to you
(09:56):
naturally, organically, the media is genuinely curious about
you and they want to cover you as a feature, as a topic, as a
story, your business, your brand.
Tell us more. That is earned media, that is
public relations, that is publicity, and that my friends,
is gold. OK, So you can utilize the other
(10:17):
two things, right? You can utilize some
advertising, you can utilize some promotion commotion tactics
that then can create sort of this that lead to publicity.
And if you do it right, that's exactly what will happen.
OK. So again, if the elephant walks
through town, you know, to the mayor's office, you know, then
(10:37):
the media comes out, wants to cover it and etcetera.
That is earned media, that is PR, that is publicity.
And often times by the way, it'sit's sort of beyond your control
what the take is. So you don't get to decide what
their opinion is of you. You don't get to control the
(10:59):
narrative. You don't get to control the
headlines. You just are you and they're
showing interest in you, and then they basically give you
airtime and they're featuring you, but you don't know what the
take is. It could be, wow, look at this
amazing, you know, producer who's bringing a circus to town
(11:20):
that's going to really entertainthe children.
Or they could interview you and seem like that's what it's going
to be and you could be all excited.
And then all of a sudden the feet, the news comes out that
you are buying elephants from, you know, abused, you know,
ranches or whatever breeders andthat, you know, the carbon
(11:40):
footprint of these elephants being in town and, you know,
crushing the Lily beds, you know, near the Mary's office is
a travesty. So like that's the part that you
don't know those there's people that will argue bad publicity is
better than no publicity. That example that I just gave
you, that's what they're talkingabout.
That mindset is like, hey, at least you're mentioned and it's
(12:02):
bringing awareness to your brandor your event or the purpose
that you're trying to accomplish.
And you have to remember in in advertising, and I won't get
into this too much, but one of the things that I learned in my,
in my extensive career was I would have to, you know, go to
my clients and say, why would you compare yourself and your
advertising to your competitors?And they would say, well, so
(12:24):
people could know that we're better than them.
And I would say, yeah, but then you're giving them airtime like
you're giving them, you're giving them PR like you're
essentially paying for the promotion that causes a
commotion that leads the eyeballs over there, whether
it's positive or negative. In this case, they're going to
go, well, you know, bad publicity is better than no
publicity. So don't do your best to not put
(12:47):
your competitors or your enemiesor anything like that in the
areas that you're paying for with with regards to marketing
and media. OK, Now let's get into this
example. OK, if you get the mayor to
laugh about the fact that an elephant came to his office with
(13:11):
a sign on its back announcing that your circus is coming to
town, that's public relations. OK, That's that's like what
they're saying about you. OK, So you got to remember that
like the the rest of it is what you are saying about yourself.
(13:32):
The rest of it is what you are saying about your business, what
you are saying about your circus, what you are saying
about your product, but what others say about you, your
service and your product. That is truly public relations,
that is truly PR. That is is gold.
If you can shape and have influence over the perception
(13:57):
and create a positive experiencethat allows people to speak
positively about you, you have PR gold.
Often times you have to a lot ofnewer entrepreneurs and brand
builders don't understand the bad publicity spreads faster
than good publicity. So for example, if you have a
(14:18):
satisfied customer that comes toyour restaurant, they're going
to eat and love the food and be like, wow, that was great.
And then they'll come back. But, and they might tell 2-3
people around them like, Oh yeah, hey, you should go to this
restaurant. If it's bad, bad service, bad
food, they're throwing up. They found a Roach in the soup
or whatever the case may be. Their statistics have shown
(14:41):
throughout my career that they're going to tell a minimum
of 10 people see where I'm goingwith it.
So it's not just about bringing in the clients and bringing in
customers and and focusing solely on what can I do to bring
new customers. It's also about creating a
nurturing experience and a positive experience in, in in
(15:03):
put pouring in efforts, money orwhat not to be able to create a
positive experience that they will then return to create a
return customer. But a return customer who is
happy to recommend you to their immediate like their Co worker
or their sister or brother or something like that, someone at
(15:26):
their church. But if you do something bad, if
you if you would neglect that area and you neglect in the
nurturing sequence of your customers that are coming to
your business, they're going to go tell several people it's not
worth it. And that's where you get bad PR
OK, so you so it's PR and all. And the one you know, before
(15:47):
that that I mentioned ocean, it's difficult earned media, you
know, it's difficult to control the narrative.
And all you can do is your absolute best and and hope from
the bet, you know, for the best from there.
Now, if you tell them about the various entertainment booths
that you have the fun that they're going to have, you know,
(16:09):
at the circus and you're answering the questions, you
know, about, OK, what is my ticket?
Give me, it's basically like features and benefits, like, oh,
you know, for the price, you know, for the lower ticket you
get here, but it includes cottoncandy.
If you just say anything like, oh, a night of fun and
entertainment, you're going to laugh and your family is going
(16:31):
to da da, da, da, da da, features and benefits, features
and benefits, essentially that sales, OK, you're selling.
That is sales. OK, Features and benefits,
anything that's like a feature, oh, this blow dryer cools it.
It dries with cool air. The benefit, that's a feature by
the way, it dries using cool air.
(16:53):
That's the, that's the feature. And the benefit to that is it
prevents damage and breakage of your hair.
See where I'm going with it? So anything that's sort of, you
know, sharing features and benefits.
And I would even argue value in other words.
And if it's if it's using, you know, cool air to dry your hair,
and then the benefit is that youreduce breakage.
(17:17):
The value of that is, yeah, it'sa $300 blow dryer.
But in the long run, you're saving money on certain
conditioners and products to repair your hair and blah, blah,
blah. So that is sales.
That is sales. And when you talk about
marketing funnels and content funnel, content pillars, I talk
about this a lot, especially if I'm mentoring individuals.
(17:39):
They're, they're like, oh, you know, can I just do these types
of videos? Because I see people in my, in
my niche just doing the same type of videos.
And I'm like, yeah, but all they're doing is selling.
They're not offering value, They're not offering an
experience, They're not offering, you know what I mean?
So like there's different content pillars, you know, like
I like to say entertainment, education, personalization, you
(18:03):
know, and then like call to actions and stuff like that.
So when I do the content pillars, I do them very broad
because they're, my brain works in line with these, these
building blocks that I'm sharingwith you, which are all sort of
marketing based. But one of those pillars is
sales. And that is a very features and
benefits format that then has a call to action and sort of like
(18:25):
a hey, come, come buy this thingfor the low, low price up or
whatever. So it is, it is sales.
OK, now if you planned the entire thing, you planned the
the, the, the sign, the poster that announced the circus coming
in. You thought of the fact of like,
(18:46):
hey, let's have an elephant. Let's put the sign on an
elephant and then you were like,and you know what, we can have
that sign on the elephant and then have the elephant walk to
the mayor's office. And then you know what?
Let's, let's see if the media will come out and then capture
the mayor laughing about it and getting a kick about it.
And, and also let's let everybody know what they're
(19:09):
going to get when they're at thecircus and how fun this is going
to be for their family and how it includes popcorn.
And it's going to be a wonderfulway for their children to learn
about whatever. And you planned it all.
That's marketing. That's marketing.
So people think marketing is, oh, I, I did a, a social, a
video for social media and I putit up there.
(19:31):
I'm marketing. No, not at all.
Somebody comes knocking at your door or via your e-mail and
saying, hi, we're an agency. We're a, a social media
marketing agency. And what we'll do is we'll help
edit and create, you know, hooksfor, you know, 10 videos.
It's, it's like it goes beyond that.
That's a part of marketing, but that's not, that's not the full
(19:54):
scope of marketing. So when you are showing up in
the public domain, be it social media or.
Speaking at events or whatever the case may be, wherever you're
showing up there, there's all these different pillars of
marketing that are very, very intricate and important in to
one another. So they all sort of work In Sync
with one another. And basically the goal is, you
(20:18):
know, if you can get some PR, then that's fantastic.
But again, it don't be tempted to pay for it because again,
you're going. I I get that people are
impatient and they're like, yeah, but I'm new to this
business and I want to be taken serious and I want to be admired
and I want to be looked at as somebody with, you know,
notoriety. And I want to be able to show up
in the market and be seen as equal to these people that are
(20:41):
being interviewed and everything.
So I'm going to go and buy an article and I'm going to go buy
a spot on a podcast so that it can interview me.
And I'm going to go and I'm going to go pay to be, you know,
to go speak on stage because hey, I get to say that I spoke
on the same stage as as XYZ person who actually earned
earned their way there and has earned media featuring them who
(21:05):
decide who you want to be in theworld and show up in the world
as that as you're on the journeyto learning and earning your way
to the top. OK, earning, learning and
earning your way to the top because of this one thing that
I'm I'm going to leave you with in this episode.
When you think you're good at something, you're going to pay
(21:27):
to tell everybody that you're good at it.
But when you're actually good atit, when you're actually good,
you're actually an expert, you're actually a pro.
Others will tell you that you are.
Others will let you know and others will seek you out because
of it. That, my dear, is earned media.
(21:52):
And that is the difference between pay to play, fake it to
make it, showing up on social media, throwing spaghetti
against the wall, seeing what sticks, and actual true
marketing components. The more you know.
Let's go.
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