Ep 27: Visibility is more simple than you may have thought
What have you told yourself about visibility in your business? Does it feel easy, complicated, attainable, out of reach? Today’s guest Lisa Simone Richards is a PR and Visibility expert and she is so passionate about breaking down visibility so that her clients can own their visibility and pull dream worth clients into their orbit. She drops so much knowledge… stay tuned! (Also…please tell me why I am singing “lets get visible, visible” as I write this…I’m so sorry Olivia Newton-John).
Lisa’s Bio
Lisa Simone Richards is a PR & Visibility Strategist for online coaches who want to get seen everywhere. Through her free workshops, masterclasses and mentorship program, she gives you the insider secrets on how to get exposure and reach more people without spinning on social media or wasting more money on Facebook ads.
Her clients learn the lather-rinse-repeat formula for more visibility which makes them more sales. They go from invisible to in-demand getting interviewed on top podcasts, partnering with big names in their industry and building their authority expert status getting featured on major media like FOX, NBC, Forbes, Inc., and more.
On weekends you can find her playing in the kitchen with her husband, petting ALL the dogs in the park, and watching way too many fashion styling videos on YouTube.
Connect with Lisa
@LisaSimoneRichards
lisasimonerichards.com
The Perfect Podcast Pitch
Episode Transcript
Becca 0:05
Welcome to Probably Bothered the podcast that cuts through online business man's so that you can redefine your version of success. Because I believe if you aren't a little bit bothered, you probably aren't paying attention.
Are you struggling to get seen in your business, PR and visibility is one of those things that seemed really difficult. And it seems like you need an expert. And it seems like it's something that you almost can't do by yourself.
Today's guest, Lisa Simone is dispelling most of those myths, we are breaking down how to find and reach out for visibility opportunities, how to figure out what you're going to say, and how to pull people to you with your messaging, instead of having to constantly push content out, because she gives away her formula and like the first two minutes, so stay tuned, you don't want to miss this one, I will just roll the show.
When I started my business PR was something that was so foreign to me. And I felt like it was something that I wouldn't ever be able to accomplish. I assume people were paying like 1000s of dollars to get placed in Forbes and all of this stuff. And I didn't realize that there were so many different types of PR and so many different levels of how you can approach PR. So today's conversation is bringing PR expert and visibility strategist I might be making up your titles. But Lisa Simone is on Probably Bothered today. So welcome, Lisa, I'm so excited to have you on the show.
Lisa 1:53
You got the title just perfect. And I'm so excited to be here with another Simone today.
Becca 1:58
I'm, I'm thrilled for this conversation, because like I said, I felt like this was such a mystery. So I'm going to throw a very open-ended question at you to get this started. But what do you wish entrepreneurs knew about PR and visibility?
Lisa 2:15
I wish people knew how easy it was like even when people who are seasoned in the industry, and they're on some of the biggest publications and stages. They come to me they're like So Lisa, who are your relationships if they want to work with me in an agency setting? And I'm like, I mean, I have a handful of relationships. But literally, I just need to figure out where does my client need to be placed? Who's the person who has access? What's their email address, and then send them a good idea.
Like, it's not that I like, you know, BFF with everyone at Forbes or anything, it's literally as simple as just taking four steps of research. And you can have access to a platform. So I wish people knew how easy it was you don't need to hire a fancy publicist, you don't need to be spending $5,000 a month, you just need to zero in and what's the place? Who's the person? What's a compelling idea? I can give them in? Boom, there you go.
Becca 3:02
Okay, should we just end the episode now?
Lisa 3:05
Pretty much like for Google searches, and you're done?
Becca 3:10
No, I absolutely love that. And I love how easily you broke it down. One of the things that stuck out to me as I was prepping for our conversation today was how many different types of PR there are also, right? It's not just getting on the Today show that is the be-all end-all. Boom, you're done.
And that might not even make sense for someone's PR strategy. So I'd love to hear you talk a little bit about the different options that are available to entrepreneurs, especially the Today show feels overwhelming.
Lisa 3:40
It's been really interesting and fun to watch how the landscape has changed over the last 20 years that I've been in the industry. Um, it's literally what I've been doing straight out of university. So I remember when I was working in an agency around 2007. And some of the bigger clients that we were working with included staples, Virgin, mobile, Crayola, and our clients wanted to be featured in print, they want it to be in magazines, because you know, you go to the doctor's office and the dentist office again, remember 2007 No Instagram, people weren't attached to their phones as much as they are now.
they want to be in the magazines, because that's what lived on. That's what sat in an office for months on end. And I remember one of our clients, we got them featured on like, let's say today's parents.com like on the website, but not in print. And they were like, Oh, that's cute things who would rather been in the magazine.
And it's so funny to think, you know, fast forward 20 years and like that was it's completely the opposite. Now, if my mind been featured in print, they'd be like, that's nice. Nobody reads magazines at the dentist's office. I never bought one at a checkout counter in years. I would rather be featured on a website where it's trackable, and we can see how many people did we get to click to our site from there, etc, etc. So it's been fun to watch the platforms evolve.
So when I'm thinking about the different ways to get PR, I like to categorize this in three different areas. So it's really easy to bucket out. So your ideal client, whoever they may be Eat, they like to consume content in one of three ways, reading it, listening to it or watching it. So let's think about those three different buckets. And really, I think it's a good idea to have your hand in one of each. So no matter how they like to consume content, you're able to feed it to them in their preferred manner. So when we're talking about written content, and PR, what could that look like?
Again, the name of the game here is leveraging someone else's platform, who has an audience that we can tap into. So when I'm thinking written content, that could be something like writing a guest blog post on somebody else's site, it could be Googling, write for us in your industry, write for us, finance, write for us relationship, write for us online coaching, and you're gonna get a bunch of websites that are looking for contributors who are experts like you, it could be reaching out to a contributor and editor at a publication and having them interview you.
So they ask you the questions, you don't have to write the article, they'll put it all together. So when it's coming to written content, again, we can go for magazines, we can go for newspapers, but it could also be being interviewed for a website like forbes.com, where they write the content, it could be doing that guest blog post, or it could be contributing content to a bigger site. So just in there, those are three different ways we can be using written PR, ready to talk about the next to want to pause and see if you have any questions because I tend to just like run and fly. So let me check-in.
Becca 6:21
No, I appreciate that. But I am tracking with you. So that was all about the written content. So now listening,
Lisa 6:27
yeah, let's move up to audio. So when we're thinking about how do I get PR and exposure on an audio platform, this could mean being on a podcast just like this one. Hey, Becca, thanks so much for coming. Let me hang out on your platform and talk to your listeners. And I don't seem to sound raw about it. But leverage your platform so we can show my message.
So podcast is an excellent way truthfully, it's for my clients and it's our number one lead gen strategy. So I love love, love podcasting. Alternatively, let's say you have a brick-and-mortar business where you make money when someone walks into your business.
So it's cool to be online, but you need people to come into your store. That's when local radio may not be as sexy, but it's a great way to reach your local community. Also, we've seen the rise and kind of a little bit of the fall of the platform clubhouse. So some people are still super heavily on there. So you could be hosting a room, you could be moderating a room with somebody else. But that's a way to tap into an audio platform so people can hear you.
So if I'm tracking correctly, we've come up with at least six different ways so far before we've even moved into visual media.
Absolutely.
Okay, so let's move up to being seen, I kind of equated as a ladder because as you move up from written content, audio content, you're growing your confidence, you're getting clear on your messaging. And now we move up to being seen, which is the most powerful way to connect with people. So again, back in the day television was the only way to be able to get broadcast on a visual medium.
Like I'm a publicist, who hasn't had a cable subscription and well over four or five years. So what are we thinking about when we say visual PR these days, it really still could be television, it's a great way to build credibility, if you have a logo on your website that says, as seen on, you know, Breakfast Television, which is the big show here in Toronto, even if it's not a client acquisition strategy, when someone sees you've been featured there, it's like, oh, they're not just any other coach, they have been selected.
So television is still a great platform, it could be going live in somebody else's Facebook group, it could be doing an Instagram live with someone else, it could be doing a guest training in somebody else's membership community, it could be speaking on a live stage.
You know, if you're at a conference, it could be speaking at a virtual Summit, there's so many different ways that you can actually be seen in front of your ideal clients so that they have a sense of your energy, your personality, if they vibe with you. So I kind of lost track on visual, but I feel like I may have shared five or six options there. So I know we're definitely past 10 different ways of getting PR and vision and leveraging other people's platforms.
Becca 8:50
So what I want to dive into with everything that you just said is the idea of audience sharing. Also, can we talk about the oldie but the goodie of joint venture webinars, because I feel like I heard about those three years ago. And I've always been intrigued by them, and you don't really hear about them.
Lisa 9:08
Oh, we just brought it back. I just actually here's a fun story. And this is this is a great way to show how leveraging someone else's platform and building a relationship can evolve. So I'm sorry, I'm interrupting your thought a little bit. But I want to run with this. So a little over a year ago, I sent a pitch cold. So you know, I reached out to you cold. We didn't have a previous relationship before like 20 minutes ago, and I'm so excited. We met each other.
A year ago, I did the same thing with a woman named Abby Herman, who has a pot a podcast called the content experiment. So I pitched her she said, Yes, we had a wicked conversation. And we've stayed in communication since when I've done virtual summits and they're looking for content experts. I recommend Abby, she comes on she gets new leads. She gets some new clients.
And recently we actually did a joint venture webinar. I haven't done one of those in years. So it was so fun when she approached me and she's like, we have similar audiences. We both have a $997 product. Why don't we do a joint training together and then offer them combined at a discounted rate. So that was a great way for me to tap into her audience for her to tap into my audience. And for us to be able to get some extra sales on back end.
Becca 10:11
That is incredible. And I, I totally had like that squirrel moment on, on the JV webinars. But I always I just have this memory when I started my business of really enjoying those because it's just like a podcast, I guess maybe podcasting wasn't as big or I wasn't as aware of it at the time.
But hearing the different perspectives from both hosts just makes it that much more engaging, and that much more full of information. So those are always a great option as well.
But I'm going to circle back to my original question, which is, if you are reaching out to someone with the intention of sharing their audience, I have had so many conversations with fellow entrepreneurs, where to be honest, we've all had these experiences, where it's, it's a bit of a letdown, right? Like, either people didn't hold up their end of the bargain, or it just didn't pan out with in terms of leads coming in the door the way that you thought that it would.
So what do you what's your approach to make sure you get the most out of those opportunities, but at the same time, are still a great partner to the person you've reached out to?
Lisa 11:20
Yeah, you know, the truth is a lot of things take testing. One of the things that was helpful to do on the back end that I have not done today, so is not following her on the rules here. But something that's really helpful as somebody who is guesting on podcast is, you know, typically at the end of an episode, the host is going to say, where can our listeners find you and I like to share a link to a lead magnet. So a really great way for me to gauge the success of being on someone's podcast is you know, rather than saying you can find me at you know, LisaSimonerichards.com/lead magnet, I could set up LisaSimonerichards.com/probably bothered.
And that's a great way to give a little extra attention to your audience, they're going to remember the title Probably Bothered, because that's where they found me. And then on the back end, I can track how many people actually went to that link. So that's going to share with me at the end of the year, okay, which podcasts did I generate the most leads from, and I know, I want to probably see if I can continue partnering with those hosts.
On the flip side as a host, you're hoping that I'm going to bring some new listeners to your show. So you know, one of the things that makes us a good guest I would say is in we were just talking about this offline is you know, commit to winning together. If you're being getting access to a platform, share that podcast, make sure you're eating emailing your list posted in your Facebook group, share it on Instagram, or LinkedIn or whatever your chosen platform is. And make sure you're also adding a link don't just say like, Hey, I was here, like, no one's gonna search it make it easy. And reciprocity and make sure you're creating a win-win for both parties.
Becca 12:45
Absolutely. And I feel like it's one of those things that we're all moving so quickly. And that's okay, and things happen. But at the end of the day, if you even if you're one of those people who has to say like what's in it for me?
Well, what's in it for you is look at all of the amazing things that you've already shared on this episode today, right? Like, cut up those sound bites and repurpose them. And it makes your job so much easier in the future.
As you create content and speak to your audience, you've got all of this great stuff that you've already said, you just have to like, package up and put a pretty little bow on it. And I think one of the things that
Lisa 13:21
I'm also taking from what you're sharing here is a lot of what I love to teach people to do is how do you take one message and share it with new people all over the place. So I can't take credit for this line. I'm going to hand this to Lisa Sassovich. She was a speaking coach I worked with years ago. And she always said, and it was a quote from her father, don't change your talk, change your audience.
And how powerful is it to have the same talk that you know, inside out that you can lather rinse, repeat, it makes your job easy when it comes to messaging, and all you're doing is positioning it in front of new people. They've never heard it before. They're not bored of hearing you say it. It's just you.
Becca 13:56
I absolutely love that quote. And I'm writing it down furiously as you're talking.
Lisa 14:01
Because you're taught change your audience. Thank you, Lisa Sasovich. That was a fantastic line that has stayed with me since 2017.
Becca 14:08
Yeah, so that I feel like kind of shifts a little bit into your approach to your business and how you have built your business. And how long have you been working for yourself?
Lisa 14:19
So it's crazy. I was actually my husband and I were just applying to rent a new place. And they asked for like my letter of employment, like I don't have any of them. So I started my business kind of you know what, seriously, in 2015, I've been side-hustling to the beginning of 2015.
And then luckily, by the end of the year, actually just in a matter of months, I got my side hustle income to match what my corporate income my corporate salary, and then lo and behold in September, I was planning on quitting in August and I never did. But in September, I got pulled into my boss's office and HR was there. I'm like, this doesn't usually happen. So since 2015, we've been working for ourselves.
Becca 14:56
Oh my gosh, I love that. So I love that you have the perspective to have this I'd hustle life versus the full-time and in your business life because things do drastically change when you're able to make that transition.
But one of the things that I have noticed is kind of how marketing has changed over the past for me three years since I've started my business for you even longer. But this idea of don't change your talk, change your audience, it simplifies everything, right. Because really, it just means we have to be so clear on the message that we are spreading overall, and just do that in different ways in front of different people, which makes things sounds a lot simpler.
Lisa 15:40
Absolutely. When I think about and again, I'm gonna try this to Lisa Sasavich. Another thing that she helped me do is create my unique branded system as I believe what she calls it.
And, you know, for me, in my business, I have five key principles that I take my clients through that I call the five P's for positioning, publicity, and profit. And I will go into what those are right now. But the thing that matters is that I came up with that in 2017, after observing the process I took my clients through, and it's 2022. And I use the same five p formula, it has not changed.
So how powerful is it that I have a message and a system that I've been using consistently since 2017. And the thing that I wanted to hone in with what you were saying about you know how marketing has evolved. I, you know, I am 100% agree where remember when we were all listening with news vine, when we were on MySpace, that's changed people are getting off of Facebook to now we're on Tik Tok clubhouse is on its way out, everything is going to ebb and flow, the next thing is going to come if tiktoks is going to be gone, Instagram is going to be gone.
20 years from now, that will be a relic that we laugh about. But what I love about what I do is the principles of this business have not changed in 20 years, what I did with my clients when I was 18, to help them get featured on television, in newspapers and magazines still work to get my clients featured on stages on podcasts on guest training opportunities. So it's really powerful to learn a process that doesn't change, rather than being platform-specific, because then you're always going to be chasing the next shiny object.
Becca 17:05
I feel like I should admit to you now that I sent an email today that literally said like, rip Instagram, in the body of the email. So I just was laughing as you were talking that Instagram was going away. And I literally sent that today.
Lisa 17:22
And I'm not saying it's dead. Yeah, I was scrolling on Instagram, I still refuse to download Tik Tok. I don't need one more soul-sucking app on my phone. But like I mean, let's just be real with ourselves. So platforms will evolve and change the truth.
Becca 17:36
Yeah, and so let's dive into this a little bit. Because I think that one of the things that I've seen a lot of my clients and my friends biz besties, if you will kind of fall into this trap of feeling like each platform needs its own strategy, its own type of messaging.
And, and I have to at some points, especially with Tiktok trying to figure that out was like an adventure in and of itself. I ended up going viral talking about groceries. And I never met for that to happen. So it was fun, but didn't really help me.
But the point is that getting super clear on your story and your message over time seems like the thing to do. So how do you kind of dive in and concentrate your messaging and apply it in all of those places in a way that doesn't feel overwhelming.
Lisa 18:29
I feel like when I work with clients, they kind of roll their eyes a little bit when I asked them to do this. And I'm like, Guys, I promise I know you've done this exercise 6000 times. But I really need you to do it my way. So that you can build a strong foundation for the messaging. So when I work with my clients, the first two p's and my five p formula are number one, pick your perfect client. And number two, position yourself as a solution.
So here's what I mean by both of those things with pick your perfect client, I always have my clients do an ideal client avatar, I know we've done them to death, Becky is married and a mom of two and she drives this car and these are her demographics, etc, etc.
I give my clients 11 very specific questions. I want them to ask their favorite clients and people they want more of, because four key things we need to understand to get our messaging right, are what are our clients, fears, frustrations, wants, and aspirations, fears, frustrations, wants and aspirations.
Because then when we understand those things, and we understand the words that they're using to say these things, that's when we can number two, position ourselves as the solution.
Nobody is buying your program or your course or your retreat because you created it. People are buying an answer to their problems people are paying for a solution. So we when we can understand word for word, what our clients are saying. And we can reflect that in our marketing copy and our sales copy in the messaging that we're using to get featured on podcasts or television or whatever the platform is.
That's when we're going to tune in with where our club mine's at an analogy that I like to use. And I'm not saying anyone's clients are dumb guys. But if you're talking about a grade nine level and your clients hanging out a grade four, there's never going to be a connection. So we need to understand exactly where our clients are at mirror that in our messaging, then they're going to be attracted to us. And that's what magnetizes The right people to you.
That's when it goes from push marketing where you feel like you're telling people what you're what you do, and you're trying to attract people to you. And it turns into pull map marketing, where the right people's, their ears perked up based on the message you said, and now they're like, Tell me more. How do I work with you? How do I solve this problem?
So when we're coming up with messaging, an ideal client avatar positioning in our heads, we're setting ourselves up for failure, we need to hear it in our clients words, and we need to mirror it back to them, because that's when they're going to be hooked in.
Becca 20:45
The thing that I just clung on to was this idea of push marketing versus pull marketing. So I'm going to make an assumption. And you can tell me if it's wrong, but I'm assuming in your business, if you had to, like pick a percentage of a spread, I'm assuming you focus like probably 80 to 90% on pull marketing?
Lisa 21:06
Yeah, 100%. I mean, I'm preaching what I talk about. So I love that I have really truthfully, I have a pretty crystal clear message that you know, I'm always open to evolution, because people's concerns are changing. So the way I frame something may shift.
But you know, even since I haven't been on a stage since 2019, haven't been on a plane since 2019. It's been a minute. But you know, the topic that I was using that maybe it's a little bit repositioned, but I can use it in different places in a way that people are attracted to it. And then they come and ask me more questions.
One of the things I was saying to you earlier, when we were talking about different ways of getting PR and visibility when we're talking about audio, visual and written is podcasts are a great client acquisition strategy for both my clients and I, I don't typically come on podcasts and talk about my five P's. But let's use one of my clients, Nora, as an example.
Nora is a preconception health coach, so she works with women who want to get pregnant. And she's also what do you call to the holistic nutritionist. So her signature Success System is the for our method for eating to get pregnant, you remove inflammatory foods, you replace them with good foods, you rebalance your gut, and you repair your hormones, whatever the force R's are, I'm sorry, Nora, I'm you injustice.
But when Nora speaks about her four R's over and over and over again on fertility podcasts, guess what a woman who wants to get pregnant has heard this message over and over again, she's getting clarity on it. There's a consistency from Nora, because typically, one person who listen to a podcast is listening to eight. So they're probably listening to a number of pregnancy shows, and they hear her over and over and over again.
And what's great is when they're booking a call on her calendar, they're repeating the four R's to her. How powerful is it that now these people like they're ingrained in her methodology and her process, and they're not coming to a call to like tire kick, they want to know more about taking the next steps, because that's what she's talked about. And that's what they understand.
Becca 22:56
I love how you just framed a version of success for your clients without even talking about actually getting on the podcast, or the number of leads coming in from said podcast. It was more than that, right?
It was about the message that they're repeating back that they've heard over and over again, my next question was going to be what does success look like for your clients? But instead, I'm going to ask for you what how do you determine success in your life and in your business?
Lisa 23:27
Oh man, you know what I think beyond like superficial things that are so easy at face value. When I think about the feedback that I get from my clients, and the results that I see them creating, that's the powerful thing, because I can teach everything I know, are you going to do it as a question?
So you know, one of my favorite clients, she just graduated, she was one of my founding members of the online visibility accelerator, my six-month program, she, you know, I teach clients how to do everything, how to pick their perfect client position themselves with the solution, the other three P's that are in there, and she has graduated maybe about three or four months ago. Now. She has booked the stage that was on her vision board, she has done two television segments here in Toronto. She's doing something like five podcasts a month.
That's success, like it's not the stuff that I'm doing. I'm seeing my clients feed themselves so to speak. Now, they don't need to hire a publicist for five grand a month or you know, all those other intimidating fees. They've moved past that barrier of not knowing how to do it themselves, and now they can sustain themselves.
Even another story I love love to talk about is one of my past clients, Pam, she worked me and she worked with me in 2019. She'd never been on television before she was really debating if she wanted to and for her business. It made sense for her to do TV. Fast forward to 2022. She has done well over 60 segments with her local Fox station. No publicists needed no longer sending the dear executive producer I have a pitch she's just texting the guy now like their toasts. BFF like seeing my clients being able to do those kinds of things. That's success for me for sure.
Becca 25:00
So has that changed over time from the start of your business to now? And do you think that will change in the future at all?
Lisa 25:07
Yeah, I mean, If your business isn't evolving, what are you doing? It would be really nice and easy if it was stagnant the whole time. And I wouldn't have to think anymore, evolve. What I've seen over the last six years in my business actually is coming full circle.
So when I started my business in 2015, I had a done for you PR agency. So people would hire me on a three-month retainer, I worked together on the messaging, I would pitch to television, magazines, newspapers, whoever it might be and get them featured. What was missing for me was just like I mentioned, seeing them be able to do it themselves, they had to keep paying me every month, which you know, that's not a problem. I like money. They had to keep paying me every month for visibility.
So I started teaching them, here's how you can do it themselves. So I kind of evolved from that agency done for you model more into the mentorship coaching consulting model where I was teaching people how to do and I've been doing that consistently and still do to this day.
What I've noticed in 2022, is that there are a number of people who just they're at that mark in their business where they want the visibility, they don't want to pay an agent see all the time, but they do want to have that access. So now I've kind of revisited that PR agency model but with a twist. So rather than just doing people's PR for them for six months, now people can work with me and have it done. But I also train somebody on their team, whether it's a VA or a marketing intern, here's how do you do all of this stuff.
So at the end of six months, now you have an in-house support team for it. So I've kind of come full circle, but I've shifted the way that I do it not only to accommodate the market, but also in a way that feels way more satisfying for me.
Becca 26:43
I absolutely love that. And what am I think favorite things to talk about is how we can customize our business process or offer because I feel like there are a lot of very uniform versions of what a successful business looks like out there. Or maybe, maybe they're the loudest voices, obviously, there are lots of examples of a successful business, but some voices are louder than others.
And so I feel like it. Oftentimes, we don't necessarily hear about people, you know, thinking through the evolution of their offer or their approach to their business. So I love that you were able to kind of say like, Okay, this is needed, but how do we do it a little bit differently? And how do we make it work for me and my clients?
Lisa 27:26
Yeah, it's always about thinking about that win-win. And it's so funny, because I'm thinking about how naive I was, when I created you know, I've always had different iterations of the online visibility accelerator, just before this year was a 12-month program called buzzworthy. And then it was able to condense it. And last year, it was like, Yes, we nailed it. We figured it out. We don't have to create anything again that I was like, Yes, we do.
We still have our core flagship offer, but the way that people need to be served shifts, and I think we're doing ourselves a disservice as business owners when we get so stuck in our own processes and methodologies. And we're like okay, that's it. We're done. Like, our job is to solve problems. That's how we get paid.
Becca 28:02
Absolutely. I think it might be time for my favorite question, which is what bothers you What would you like to see change or what do you think needs to be addressed in this space?
Lisa 28:15
has been really his as a personal or business question because I definitely have one thing coming up for me but it's a little more personal can I do
Becca 28:21
do personal Yeah,
Lisa 28:22
y'all summer's coming. The nice weather is back and we can go outside again. Don't bail on plans. This is literally just nothing is a bigger pet peeve of me when I make plans with seven we're like yeah, let's go for a drink or whatever.
If you know you prefer to stay at home and you'd rather not get up don't make plans with me please. Nothing irritates me more than what I make plans to go out with someone they're like, hey, my ankle hurts and I'm like I could have been 10 Other things today.
Becca 28:49
Oh my gosh, I'm laughing because to it I feel like we were gonna be friends after this episode but I'm the person who's like my dog is sick.
Lisa 29:01
So we'll just never make plans to escape and stuff but we just won't do the in-person thing.
Becca 29:09
That's fine. That works for me. Oh my gosh, I was not expecting you to take it in that direction. That's not what I
Lisa 29:17
planned on saying but then you said it I'm like oh you know what does grinds my gears?
Becca 29:22
Well, I mean, yeah, to each their own whatever, whatever comes up first. Is there anything that you want to talk about in the business space too?
Lisa 29:30
Yeah, okay. From a business perspective. I have two things coming up and I promise I'm making productive one that grinds my gears a little bit I'm thinking about Peter what's his name on family guy when he says that he has com called grind my gears or something like that.
Anyways, I'm one of them is when people are putting themselves out there and they don't lead with value. So if you want to get exposure Don't be like don't make it the Lisa show. Hey, I have a six-month program and I do this like would you like to have me on your podcast?
Lead with value If you make it all about yourself, if you're all plugged into wi I fm what's in it for me, the other people aren't going to care. So always lead with value for the other person.
Let's say you're about to send an email off asking for an opportunity to be featured on a podcast or on television show, whatever it is, before you hit send, scroll through that left margin of the page and check how many paragraphs begin with me, my or I. And if you're seeing that repeat that tells you you've made it all about yourself, and you've got some repositioning to do.
Becca 30:28
Yes. So I know that we talked a little bit about being guests on somebody else's podcast, and all of my listeners will know that I always start talking to my guests before I hit record. So the part of the conversation that you guys all missed, was us kind of talking about Lisa's pitch to me, and I get a lot of pitches to be a guest on the show. And I don't always say yes to everyone.
And the difference here was, Lisa said, This is how I can help the people, you guys who are listening to your show, and her entire pitch was about how she could add value to you all as listeners so that you could walk away and learn something and have a productive, you know, takeaway from this episode.
And I'm literally was at the point where I was like, I'm not saying yes to any guests, like, I got to reassess, I got to see really what I'm looking for in my guests and in these relationships. And her pitch came in. And I was like, immediately, yes.
So it works as somebody who's on the other side of this guy's because I do get a lot of outreach for the show. If you have a podcast, I'm sure that you have a similar experience. But when you have that mutual interest of how can I help you serve your audience best it shines through and it's genuine in a way that people who lead with “I” don't come across. So I love that one. That was a great one. What's your second?
Lisa 31:58
Thank you so much for that feedback, I appreciate it. Okay, the second one, this is something that not probably bothers me, definitely.
But also, it's, it also breaks my heart a little bit. So it's really important for me to share this one. If there's one thing that I can help people understand today, it's a difference between content and visibility. There is this kind of myth out there that if you build it, they will come I'm going to launch a YouTube channel, I'm going to post more on my Instagram account. And people think if I just post more content, I will get more clients.
And we have to have a really clear distinction between content and visibility. Content is what you are putting out to nurture your existing audience that's, that puts that gets in front of sorry, your existing followers on Instagram, your existing group members on Facebook, that people who are already subscribed to your email list, the limited number of people who are already in your world.
Visibility, on the other hand, is bringing in new leads. I hear people say, you know, I've got 200 people on my email list, I'm not getting more sales, I'm like, Yeah, cuz you can bug 200 People million times and they're eventually going to buy it, it got to be bringing new people into your pipeline consistently. So I want to see more entrepreneurs not just posting on their own accounts and sending more emails, but get in front of more people.
So make sure you're leveraging other people's platforms to get that visibility to bring more people into your world, that's when your nurture content is going to work for you. So if you're just doing nurture without the visibility, you can't be surprised that you're not seeing your sales grow.
Becca 33:23
I have come to this realization recently and my own business and I've had a tonne of conversations with other entrepreneurs too. And this is this is what I've decided to do for myself, if that helps anybody out there. I've cut back on the amount of content that I'm creating, specifically like Instagram or Tik Tok type content, obviously, my podcast is regularly scheduled. But my goal is to spend less time on content and spend more time actively facilitating, you know, reaching out and forming relationships and finding visibility opportunities.
And it's something that I've recently started and it does feel scary and overwhelming if you've never done it before. But I think it's so important because in this world where there's so much noise, we have to be our own advocates, right? Like we have to reach across those boundaries that I guess we've decided are up in our world and find somebody else to partner with and add value there and they can come back to your audience and do the same.
So I think that's the one thing that I would say about the process that I've learned recently is it's not always like an ask, you might feel like you're asking, Hey, can I be on your podcast? I feel like we keep saying podcasts because this is a podcast, but whatever the opportunity is, you might feel like it's an ask or a pitch. But just because you're asking to be put in front of their audience doesn't mean you can't reciprocate and have that person come back and form that relationship and that bond too.
So thinking about it that way has also helped me feel less pushy or less like I'm taking, and more like I'm creating these great relationships and you know, helping both parties succeed. So yeah, I don't know if that approach helps, but
Lisa 35:15
powerful to think about it from a win-win-win perspective. So, you know, one thing I love to do at the end of podcast and you know, we'll have this conversation when the mic is turned off, but I'll ask like, are there other shows you want to get on?
Do you want to come to one of my podcast parties where you meet other podcast hosts, so you can do some networking? So I think about how can I give back you're giving to me allowing to share with your listeners, your listeners are winning, because they're getting content they wouldn't have otherwise necessarily gotten from listening to the show. So how powerful is it that everybody involved in this situation wins today? Me, Becca, and you the listener?
Becca 35:46
I absolutely love that. So let's all start asking ourselves when we're making new decisions or trying something new. How is every party winning? And that makes it feel so much more positive and so much more like you're able to do it and you're able to make the ask? I love that question. That's wonderful.
Lisa 36:03
And it feels juicy. Like I have goosebumps thinking about it. It makes you want to do more. It's the difference between being salesy, and being pushy, because you need something versus Oh, my God, I know, I can make the world's biggest difference for this person, I have to cross and help them cross the line. Yeah, absolutely.
Becca 36:19
Okay. Well, Lisa, I'm going to let you tell everyone where they can find you online. And I know you have some goodies at your disposal that you're willing to give away. So go ahead and let everyone know a little bit about that.
Lisa 36:31
Well, if anyone's curious of what did Lisa write in this pitch that got Becca to say, Yes, I give away my podcast pitch template, and within it, you're actually going to get a fill-in-the-blank as well. So you can drop your own information and copy the structure that i for i fall in when I pitched podcasts for myself as a guest. So if you want to download my podcast pitch template, you can head to www dot the perfect podcast pitch.com and download it over there. So again, you'll get the pitch that I actually sent to Abby Herman, who we talked about earlier on this show, and you'll get that fill in the fill in the blank template. So again, that's www.theperfectpodcast.pitch.com
Becca 37:09
Awesome. And we'll of course, make sure that it is linked in the show notes to any Instagram, not Tik Tok, any Instagram or anything.
Lisa 37:17
You can find me on Instagram @LisaSimoneRichards
Becca 37:20
Awesome. Well, thank you so much, Lisa, I appreciate you coming on today and sharing your expertise and all of that value that you gave everyone. I learned a lot. And I know that they did, too.
Lisa 37:30
Thanks so much. It's been a pleasure to be here.
Becca 37:33
I hope that you had a notebook present for that interview because I have a full page of notes and takeaways and things that I want to implement in my own business as I start on my visibility journey as well. I'm super curious to know of the strategies that we talked about at the beginning, being reading, listening and watching. Which one are you most comfortable with? And which one are you going to focus on as you move forward in your own visibility strategy?
Message me on Instagram or message Lisa as well. I'm sure she would love to hear from you. And let us know your thoughts.
All right, thank you so much for listening to this episode. As always, if you resonated with this conversation, if you would like to pass it along to a friend, I would be endlessly grateful. And if you want to subscribe or leave a review as well. That would make my day it would make my week if we're being honest. Until next week, this was probably bothered
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