“Why would the media be interested in me? I’m just an ordinary guy running an online business…” This is what Richard said to me when he registered for my Done- For- You Media package.
After all, he doesn’t have a shocking ‘rags to riches’ tale. And his niche – making money online – is among the most challenging to get into the media.
However, what he had going for him was a deep knowledge on his topic, proven results and a strong online presence (not big numbers, but a targeted following).
I’ll explain how we got in the UK press shortly, but first…
We wrote and distributed a press release all about his program, The Ecosystem, which was syndicated onto hundreds of US news sites. In this release, we highlighted some staggering results by his clients to build trust and authority.
Syndication is the quickest and easiest way to start. It’s great to do because it enhances SEO by maximising backlinks and visibility. However, despite what other PR ‘gurus’ tell you – it’s only the first step. It’s not the end goal.
Richard then started being booked for podcasts and accepted by publications, including Addicted2Success.
He was also invited to contribute a chapter to a book, Expert Profiles (coming Feb 2020), where he shares the ‘Magic Sauce’ he uses to take clients from inconsistent earnings to 20k months and beyond.
So, back to hitting the UK… how, without a sensational story?
The key was to link Richard with something the media was interested in. So how about…
We positioned Richard as someone who ‘Brexit proofed’ himself – in uncertain times, he was able to set up his own ‘side hustle’ in case he lost his job.
When he did eventually lose his job, he went full time with his side hustle and now makes more in some weeks than he used to in a year previously!
As a result of becoming interesting and relevant to these news outlets, Richard was featured in 4 more and was interviewed about the topic for a local radio station.
He’s also since had a spotlight article published in Small Business Trendsetters and more recently, he’s been featured in Global Banking & Finance and on Buzzfeed.
So, going back to the local press. What happens in the media is that news filters up. If you’re unheard of, you’re unlikely to instantly get interviewed on the BBC or featured in The Telegraph.
However, the big news outlets monitor activity in the smaller local news outlets constantly. So, if they see a story that looks interesting, they will use it by adapting the story to fit a broader audience.
I predict in the coming months Richard will be featured in one (maybe several) major UK publications, with a good chance of a TV appearance.
All this is going to create more exposure and credibility for his already growing brand.
This is a repeatable process that works for pretty much anyone in any niche.