019 – Josh Elledge generates massive publicity on a shoestring budget

Starting his career as a Navy journalist and radio DJ, Josh Elledge built and now runs two very successful businesses:  Savings Angel and Up My Influence.  He has found a highly effective way to generate publicity at very low cost.  In fact, he has created more than $6 million dollars in media coverage for his businesses, essentially for free.  In this episode, Josh shares with us how he did it and he lays out the steps we can take right now to build our authority and promote our own businesses in the same way.

Josh Elledge generated $6 Million in free publicity

About Josh:

Josh Elledge is committed to democratizing PR & influence.  What does that mean?  Read on to find out!

This U.S. Navy veteran launched UpMyInfluence.com to help entrepreneurs attract the perfect audiences and grow their brands without the crazy costs associated with traditional PR companies.  UpMyInfluence’s purpose is to DEMOCRATIZE access to influence.  Josh believes he has a moral imperative to help entrepreneurs serve the world with their collective messages while growing their revenue!

UpMyInfluence was the natural outgrowth of his first startup, SavingsAngel.com, which has grossed more than $6 million in sales with less than $500 in advertising.  He did it all through building authority and serving audiences in the media.

Josh is a weekly TV consumer expert in Orlando, writes a syndicated newspaper column to 1.1 million readers, and regularly appears on more than 75 TV stations across the country.  All told, Josh has appeared in the media more than 2000 times.

Josh loves living in Orlando, FL with his wife and three children.


Josh’s Secrets to Generate Publicity:

Advertising is a tax you  pay for being unremarkable.  If you can focus on serving audiences … then you don’t have to pay for it as much.  If you’re a giving person who loves bringing value, there are a lot of stage you can speak on.

 

 

Exposure is everything.  When he didn’t have money for advertising, he reached out to radio stations, magazines, and newspapers to provide them content that would serve their audience.  The logic is that, if you give value to an audience, that will often result in positive media coverage; even if it doesn’t, you still create the opportunity to grow your network, which can be helpful the future.  This led to him becoming a columnist for his local newspaper, then a syndicated columnist, which led to TV appearances and syndication to 75 markets, with an audience of more than 1 million people.

If you pick one platform and dominate that platform, that’s how you become a social media celebrity.  Media now includes all influencers, including social media celebrities.

The more you can develop your own voice, the more comfortable you’ll be.

Your authority is your most valuable asset, so invest in growing it.  Authority and visibility is like developing muscle mass; you have to work on it.

Companies in the early stages should not be spending much money on PR agencies.

“Spray and pray” pitching is just spamming journalists; take the time to build relationships with journalists.  Focus on what you can do for the journalist first; you can ask for their help later.

Harness the power of relationships to create sustainable collaboration.

PR agencies should make the client the star of the show; the agency should try to remain invisible as they are facilitating the connection between client and media.

Agencies that insist on long-term, iron-clad retainers are just afraid.

The most important thing for us to be doing is growing our business.  That means we need to not just be the business operator, but the business owner; we need to be the face of the business.  Quit trying to grow your business from behind a computer screen; get out on stages.  Get media training.  Take your personal brand seriously.  How do you look online?  What are your indicators of authority?

 

 

Outsource as much of the business operation as possible; invest in growth by bringing in people who can speed up the system.  Hire someone to build your press kit with media clippings, headshots, etc.  Work on LinkedIn or Twitter; focus on one social media platform and outsource management of the rest of your social media.  Bring in an expert to help with strategy, social media management, copywriting, branding.  Pay for an expert; it’s money well spent.

It is the wise CEO who admits that they are not an expert in everything.

What keeps him motivated:  We believe we have a moral obligation to turn thoughtful entrepreneurs into media celebrities so we can increase their authority, influence, and revenue.

When you get to the point where you know that your product or service is going to change lives, then selling will be the easiest thing in the world.

PR professionals also have to eat their own lunch.  What does that mean?  Do public relations for yourself!

What is the best compliment someone can pay Josh?  “I appreciate your authenticity.”

Josh maintains that having a good press kit is essential for business leaders; and he puts his money where his mouth is.  Check out this example of an outstanding press kit.

 


 

Inspired to take action?  Josh can help; all you have to do is reach out to him.  Here’s how:

Contact Josh:

  Twitter:  @joshelledge
  Josh.Elledge on Instagram
  Up My Influence on Instagram

Special offers from Josh:

Other resources:

  Podcast Movement 2019 in Orlando

 

I’ve learned a lot from Josh and have implemented many of his tips.  I hope you learned a lot, as well.  If you enjoy this podcast and find value in it, please share it with a friend.  Here’s the iTunes link.

Thanks to Jennifer Sanchis of PRIME Research in Oxford, England, for the kind words and recommendations!  Check out her blog.

Also thanks to Dwayne Alexander, who runs both Alexander PR and The Content Place for his kind words and feedback all the way from Auckland, New Zealand!

That’s it for this episode.  Now, go out and do something really good in the world!

 

018 – Authority Marketing: Michael Greenberg’s secret sauce for positioning brands

Authority Marketing is Michael Greenberg’s secret sauce for positioning people and brands. It is the act of positioning someone as an expert in order to bring in more business. As founder and chief strategist at Call for Content, Michael shares his uniquely powerful method of building authority through content and leveraging that for B2B marketing. He also provides a free link to download his Authority Marketing Playbook. Michael’s word of wisdom: “Start creating content; just do it.”

Michael Greenberg, founder and chief strategist of Call for Content
Michael Greenberg, founder and chief strategist of Call for Content

Key points about Authority Marketing:

  • Authority marketing is B2B marketing, but with core expertise that enables a client to be differentiated in ways traditional B2B content marketing doesn’t allow.
  • Authority marketing is the act of positioning someone as an authority or expert in order to bring in more business.
  • Michael’s Authority Marketing Playbook includes 18 ways to establish yourself as an authority or expert.
  • Knowledge is the best way to distinguish yourself in a field, particularly as we move toward a knowledge economy in which lower-level tasks are increasingly automated.
  • Clarity of purpose is the most important thing in marketing and brand positioning.
  • There are four marketing situations for products or services: 4 Marketing Situations
  • Michael seeks to drive measurable results over anything else. Some clients just want to be famous, but if it’s not in the pursuit of a business objective, it shouldn’t be part of the marketing plan.
  • Setting expectations with clients is key, especially at the beginning of a working relationship.
  • Deep work requires setting aside blocks of uninterrupted time.
  • Client referrals are invaluable; set the stage for more client referrals by:
    • Always saying, “Thank you” for every referral.
    • Sending the client a check every time a referral becomes a client.
    • Look for potential clients with large, established networks.
    • Invite potential clients to be a guest on the podcast.

Three phases of working with a client:

  • Michael breaks all projects into three phases:  Research, Plan, and Do.
    • Research focuses on the client and the client’s clients.
      • This includes interviews with a client’s best or ideal client.
      • Develop customer personas based on these interviews; these personas help identify the best content and channels to engage specific types of people.
    • Planning includes development of a content marketing strategy, based on research.
      • No plan survives contact.
      • Plans are kept light; they include personas, content channels, ideas for content.
    • Michael uses interviews to develop content for blog posts, podcasts, and other content.
  • It really helps when clients already have a style guide, particularly when producing videos and other products.

Questions from the Authority Marketing Playbook that are useful to better understand clients include:

  • Where do you hang out online?
  • Who do you ask for advice?
  • What are the big problems right now in your organization?
  • Tell me about an article you read recently that you enjoyed. Where did you find that article?
  • What media do you consume regularly?
  • Are you on social media?  What channels?

The power of podcasts:

  • Podcasts help build relationships and blog posts establish authority as an expert.
  • Including potential clients in interviews for podcasts and blog posts helps establish both relationships and authority; this powers business development.
  • Podcasts, especially business podcasts, allows engagement with potential clients in a media context, not in a sales context.

“Podcasts are, hands-down, the best way to open a door to a new relationship in B2B right now.”

Michael’s other podcasts:

On specializing and narrowing your focus

“A spotlight beats a floodlight, but a laser will show up over both.”

  • Michael focuses on building a narrow audience of 1,000-10,000.

Repurpose your content:

  • Start with creating audio content and then turn it into videos, blog posts, and books.
  • Michael contends that people prefer animated videos, so he converts audio interviews into short, animated videos using GoAnimate’s Vyond cloud-based animation tools.
  • Inexpensive transcription allows Michael to build a library of content with each client.

Resources from this episode:

Books and videos:

Seth Godin on the power of finding the smallest possible relevant audience:  “In search of the minimum viable audience.”

Zero to One by Peter Thiel also advocates starting with the narrowest possible audience.

Traction by Gabriel Weinberg (founder of DuckDuckGo) and Justin Mares, which outlines the bullseye framework for startup marketing.

Roberto Blake’s YouTube channel for “motivating and educating creatives.”

Gary Vaynerchuk.

Recording remote interviews:

Zencaster and Zoom to record podcasts. Zencaster has a free version. Zoom records separate tracks on each computer, which provides good audio quality and makes editing easier.

RINGR (pronounced “ringer”) to record podcasts on the go; offers a mobile version.

Recording in-person interviews:

Zoom handheld digital recorder.

Sennheiser e835 microphones.

Blue Icicle, which is a USB converter and mic preamp that connects an XLR microphone directly to a computer via USB.

Audio-Technica ATR 2100, which is a cardioid dynamic microphone with both USB and XLR connections. 

Gator microphone boom; Gator also makes technical gear bags and cases for audio equipment.

Outsourcing:

  • Freeeup for finding freelancers and contractors for stand-alone jobs.
  • For podcast post-production or other audio editing, see the note above for Tom Hardy at Podcast Pro Audio.

 


Call for Content logoContact Michael:

Email:  Michael@CallforContent.com

Web:  Call for Content

Twitter:  @gentoftech

LinkedIn:  https://www.linkedin.com/in/gentoftech/


Michael’s special offer:

Michael produced the Authority Marketing Playbook to get you started.  It was $50, but is now free!  Download yours today.


Organizations mentioned in this episode:

Call for Content: Establish your authority with done-for-you Content Marketing

Public Relations Society of America (PRSA)

PRSA Buffalo Niagara Chapter:  Thank you for your encouragement, @PRSABuffNiag!


 

Take action:

What did you think of this episode?  What’s your biggest challenge with PR?  Send me a note!

If you enjoyed this episode, please share it with a friend. Here’s the link:  https://bit.ly/2KP4PYz

 


Warning: Dad Joke ahead!

Where did Napoleon keep his armies? In his sleevies!