Clients Everywhere

Terri Trespicio

REVOLVE 2016

Connect, Convert & Command More Money

Here’s what we’re not talking about:

• SEO • CRM • RFP • Hashtags • Converting Twitter into cash • Tricking people into paying for stuff

But we WILL talk about how to:

• Create a brand that means something • Communicate with power & precision • Compel someone to give a crap

A little about me

Magazine editor. Radio show host. Media contributor.

I make what you care about compelling to other people.

Brand & content strategist.Business owner.

Media contributor.

Crack the media code. Craft your pitch. Crush it on air.

lightscameraexpert.co

1. There is always enough $$ for the right solution.

2. There are clients everywhere.

Two assumptions

Show of hands.

We all want from each other what we have the

least to offer:

Attention.

We have to make what we have

worth other people’s time

How do I stand out?

Problem #1 You aren’t talking to the right people

You’re trying to be all things to all people You haven’t specified the who Language is vague, unclear No one gets what you do / why you’re different

Ex: Melody

Use their words Be specific & straightforward Be granular, not general

Instead …call out the key issue & own it

Basket v. picker

Your brand.

It’s what you / your business MEANS to other people.

It’s not just how they see you, but how YOU see you.

Promise. Presence. Practice.

Try it: Explain it to a fifth grader

SurveymonkeyGoogle forms

1:1 conversations3 star Amazon reviews

Social media pollingNetworking events

Ask (the right people).

Then, listen.

Problem #2 you’re leading with features / benefits

You’re job- and task-oriented. You’re leading with what you do, not who you are. You are thinking inside your machine.

Instead …think bigger

Understand their larger problem Lead with the what/why Think like them, not like you Be bigger than your business

Ex: The data scientist

Problem #3 fear of focus

You’re mistaking broad for big You’re mistaking niche for “limited” You’re missing an opportunity

Instead …Pitch your niche

Plant your flag Raise the stakes Think like a rocket, not a sprinkler system

Ex: Adrienne, former catch-all marketing pro

turned FB ad specialist

Started ~ 10K/month as a marketer. She now earns 65K/mo for 10 clients.

Problem #4 You are thinking transaction, not transformation

You end up with little jobs that don’t add up You can’t charge much, because there’s no added value You are being reactive instead of proactive

Do a deep dive first - lay out the big picture See what you do as a premium service Just because you can do a job, doesn’t mean

you should Also: Don’t get business blinders

Instead …think like a chef, not a short-order cook

Problem #5 you’re offering info, not insight

You’re afraid to take a stance You’re afraid of alienating / offending You’re not changing my life / perspective

Ex: Hillary

Instead …take a stronger stance

Think like a thought leader Have an opinion about your industry Raise the stakes Hit a nerve

Let’s take, for example, the course I just launched.

From zip.

Started with a list size of “0” Grew to 900+ in 2 months 2% conversion rate (13 enrolled) $20,000+ launch

6-week online course for experts, authors, entrepreneurs who want media attention.

• Gave away a free pdf • Gave away a free video course • Enlisted a few affiliates • Podcast interviews • FB ads • Email marketing campaign • Content marketing • Events • Webinars (even FB Live!)

What we used

• “But I’m not an expert!” • “I don’t have time to do this.” • “Why should anyone listen to me?” • “I don’t know who or what to pitch.”

Objections

Competitor positioning

• Be your own publicist • A PR firm charges you $$$ and doesn’t promise you a thing!

• You need media training

Our Positioning

• Being in the media is a game changer • You don’t need any special certifications • You need to know how to position your own brand • Don’t be a one-hit wonder • We have experience on both sides of the gate (plus we draw on other parts of our brands)

• We are not a replacement for PR

OK. But why do I need this?

Marnelli Martin founder of Luxe30

Business: Subscription jewelry service

Big idea: Women & entrepreneurship

Vision: To inspire women to feel strong, beautiful, in control

Influenced by: Trends like Rent the Runway, StitchFix

So we played with a few ideas:

Your beauty is not on loan. Don’t loan it. Own it. Don’t just rent your life. Own it. Finder’s keepers. We find. You keep.

3 pieces of jewelry every 30 days. 1 surprise gift.

Unlimited compliments. $39/mo

LUXE 30We find. You keep.

Grow your existing brand Find your niche Communicate your expertise and value

JANUARY 2017!

territrespicio.com

Paula Rizzo Terri Trespicio

lightscameraexpert.co

Some readingLinchpin by Seth Godin

Purple Cow by Seth Godin

Essentialism by Greg McKeown

Start with Why: How Great Leaders Inspire Everyone to Take Action

Stand Out by Dorie Clark

How the World Sees You by Sally Hogshead

Sell or Be Sold by Grant Cardone

Pitch Anything by Oren Klaff

Crush It by Gary Vaynerchuk

thank you! territrespicio.com