Are you the World's Best Kept Secret? Go from Established to Known with Christina Daves

0:01Boom! Shake the room, Fire Nation. JLD here and welcome to Entrepreneurs on Fire. Brought to you by the HubSpot. podcast network, the ideal destination for business professionals with great shows like Business Made Simple. Today, we'll be breaking down the world's best kept secrets, how to go from established to known. To drop these value bonds, I brought Christina Daves into EO Fire Studios. Christina is a PR strategist, speaker, and lifestyle expert and boosts businesses with free publicity. Her clients have over 1 billion views and$100 million in sales. She's an on-air expert, QVC host, and top 5 % podcast.

0:36In today's information, we'll talk about how anyone can get Get Media, the Get PR famous formula, Becoming Newsworthy, a press release, and so much more. And a big thank you for sponsoring today's episode goes to Christina and our sponsors. DTC Pod, hosted by Ramon Berrios and Blaine Bolas, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. DTC Pod is a podcast about all things direct to consumer. Ramon and Blaine cover everything from starting, growing, and optimizing e-commerce stores in DTC brands. If you're interested in the stories behind your favorite consumer brands, this podcast is for you.

1:13One recent episode on how the best brands are built is a must listen. Listen to DTC Pod wherever you get your podcasts. Are you looking to start or grow a successful business? Attend the world's highest rated and most reviewed business growth workshop taught personally by Clay Clark and football great Tim Tebow at thrivetimeshow.com slash EOfire. Again, request life-changing tickets today at thrivetimeshow.com slash EO Fire. Christina, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. Oh, hey, JLB. It's so great to be back.

1:53Yes. I can't believe how long you've been on the air. Super exciting. But I think it's been probably eight or nine years since I was on there. So what I want to share is when people say, oh, Christina, you're so lucky that people think success is more about luck than it is hard work. Because luck was the definition is when preparation meets opportunity. So, yes, maybe I've been, quote unquote, lucky, but I've worked my butt off to get to those opportunities. Eight or nine years is actually three days until our 10 year anniversary, Christina. Ten years. I know. This show's been going for 12, and we interviewed you May 24th, 2014.

2:39And today, Fire Nation, we're talking about the world's best-kept secret. We're talking about going from established to known, and people have all types of unique journeys. Christina, yours involves an injury that led to massive media success. Tell us that story. So I broke my foot. I had a freak accident. My husband and I are going to New York City. I realize I can't walk around the city. I call someone on my son's hockey team, a dad who's an orthopedic surgeon. I'm like, you've got to get me in because I cannot walk. And long story short, my foot is broken. He puts me in this big, awful black medical boot.

3:17You guys have all seen them. And I am on the train on the way to New York, Googling medical boot fashions, medical boot accessories. And there was nothing on the market. And I say my husband can see the light bulbs go off because you know this. Once an entrepreneur, always an entrepreneur. And I designed a fashion line for them. And designing that, and I did a lot of reach out. I was on the Steve Harvey show. I won this top of the banner competition. Diana Ross wore my product when she sang for President Obama. I have pictures of that. Carla Hall wore it on the Chew. I got all these celebrities to wear it to help me get it out there.

3:56And it just really blew the company up. Fire Nation, I always say when you take a step outside, first off, you know, watch your steps, you don't break your foot, but look around, breathe, listen, look. There's opportunities everywhere. And by the way, 99.9 % you should ignore because they're not good opportunities for you as an individual where you are in life. But every now and then that 0.1%, it's gonna be the right place, the right time, the right idea, the right opportunity, make it happen. And in media, Christina, it's a very scary word for most people, but let's be real. Can anybody get media?

4:33Anyone can get media. What's really important, though, not everybody's going to be on the Today Show. Not everyone's going to be on CNN or Fox or these big ones. You have to figure out where the best place for you is. Where's your demographic? What media outlet is going to say yes to your story? And once you get that figured out, yes, anyone can get media. You have to follow a process and a system, but that's the first part is what is valuable to that media outlet. And once you determine that and position yourself to be valuable to that media outlet, anyone can get media. I love formulas. I love protocols.

5:16I love step-by-step processes. And you've actually created the Get PR Famous Formula. Now that's not Puerto Rico Famous Formula. I got to make sure we say that because I do live in Puerto Rico. That is PR, Fire Nation. That is public relations. So Get PR Famous Formula. How the heck does this formula work? It's really easy. It's three steps. That's it. You want to be newsworthy, which is what I talked but you've got to have that valuable story for that media outlet. You've got to create a great hook. We're all inundated in our inboxes, right? Media people are getting hundreds and hundreds and hundreds of pitches.

5:58So you've got to be able to stand out with that hook. No clickbait. I don't like that. It really has to be relevant. And then you've got to find the right journalist. If you're in real estate, find the person writing about real estate. If you're in finance, find the people writing about wealth management or whatever that is that you're talking about, but you need to find the right person, get them a really great newsworthy story idea and make sure they're going to open your email because you gave them a great hook in the subject line. Christina, what if we want to become newsworthy? So newsworthy is what's happening in the media today.

6:35Like what are people talking about today and how can you insert yourself into the story and be an expert? Because if a story is hot and it's all over social media, media outlets are just like us. They want their things viral. They want people talking about it and talking about it. So if there's a hot story, they want to keep that hot story going. So how can you position yourself into that story? And then you're the next, you're the peripheral story so they can keep that story going and then take that, create a great hook. We have this great new resource called chat GPT. I always say can't be, don't let it write your pitches because I always know with my clients when they try to do that, I'm like, oh, that's ChatGPT.

7:18But it will help you with the hooks. And you can say, give me 20 hooks. Here's my media pitch. And then kind of cut and paste. That's what I do. And I teach my clients how to do that. Oh, one and three look good. Let's just merge those together. And boom, we've got a great hook. And then who's that journalist covering your topic? Fire Nation, I really hope you understand what this process looks like step-by-step. And what I'm going to really have Christina do when we get back from the break is take us through a couple of her favorite examples from some of her recent past clients so that we can actually visualize this working in real time as soon as we get back from thanking our sponsors.

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9:57Become the next success story. Schedule a free consultation and request tickets to join Tim Tebow and Clay Clark at the next business conference today at thrivetimeshow.com slash EO fire. Christina, we're back. And as I promised before the break, I love real world examples. Walk us through the PR famous formula, utilizing some of your current clients, past clients, maybe even yourself. I want a few. So take your time, go for it. So I have a brand new client on our second coaching call. And when you work with me, I make you hit send. We send pitches in. She is a certified happiness expert. She has just released a book.

10:40For all the women out there listening, if I only lost 20 pounds, I'd be so much happier. What we did is May 31st is National Smile Day. She pitched about her book and her certification and how happiness isn't, things like that can't make you happy. True happiness, is true smiling and joy comes from within. So that was her second pitch she ever did with me. And she got booked on South Florida Living on NBC in Miami. Bam, just like that. First time she's never been on TV before. Fire Nation, one thing I love about this is the momentum. Once you get one piece of momentum or traction, whatever that might look like, it stacks the cool.

11:26Then you go to that next person. And if you're doing a pitch and you say, hey, I was just on this NBC program. And then they're like, wow, well, that's validation. And then you keep on adding to that. Like I can remember when I finally got Tim Ferriss to say yes to my podcast. It was like early, early on in the days, but I've been asking him for months. And finally he had said yes. And I was able to use that and reach out to basically anybody and say, hey, I'd love to have you on my show. People like Tim Ferriss are past guests. and just that type of, you know, just having that person on, that type of promise, that type of person that was on the show to give that proof of concept was everything that I needed to continue to keep my momentum going.

12:06So think about what this example did for Christina's client. So I love that. Keep it going. Let's go with two more examples. I'm a talker. You can hear this. So we're just having a conversation before we thought about what she was going to pitch. And she said, oh my gosh, Christina, this is a real estate agent. She said, you won't believe what happened. Somebody tried to sell my client a piece of land that they didn't own. And I was like, oh my gosh, how did you figure out? And she's like, it was the ID. It was like a fake ID. Our kids are getting fake IDs in China to buy beer. Well, these people are buying fake driver's licenses to act like they own the land.

12:41And she had several other red flags. And I said, that's your pitch. And literally she sent it in and FaceTimed me moments later. She said, they're on their way right now. Walked me through her closet so I could help her find the right outfit to wear because NBC was on the way. And the following week, NBC ran the same story. Fire Nation, I mean, this is the type of thing where sometimes opportunities are going to arise. Opportunity knocks, you answer that door. Keep it going, Christina, one more. Well, I'm on every single month. So I have to walk this walk and get super creative. So I'll give you my last two episodes that I did or my last two segments.

13:22April 26th was National Organization Day. And I go on for lifestyle type segments. But instead of doing boring, like, you know, organization, I've done that I did it in January. So I said, I'm going to go to my local dollar store and see what I can do for organizing on a budget. And under$20, I did a whole segment worth of things you could do in your home, in your dorm room, in your apartment, whatever that is. So it was organizing on a budget. And then just last Friday, I was on because my niece was graduating from high school. I was hosting her party. And I said, hey, I just got all this stuff for the party.

14:02How about I come in on that day and we'll do a segment on planning the perfect grad party? So I was on for that. Fire Nation, opportunities are everywhere. You just need to know where to look. And I want to talk next about press releases because we hear about them all the time. Press release this. I just got a press release there. Can't we just send out a press release and be done with it? No, no, no, no. Don't ever send a press release. Ever, ever, ever. I have interviewed so many journalists. I can tell you they are not reading them. Do not fall for this company that says, oh, we're going to send out your press release.

14:37And then you can say, as seen on ABC, NBC, CBS, and Fox. And you guys see those logos. You've seen it. What happens when you send out a press release is it goes on a server. And yes, it's on a server of various ABC, NBC, CBS stations because they all put them there. But that doesn't mean you were interviewed. It doesn't mean that they took something out of the press release and put it in their article. so it's a lot of money and people aren't using them it doesn't mean you've been on they they used to be super valuable before the internet because the pr companies you had a golden rolodex of journalists now anyone i mean we right now could hit send and put out a press release there are tens of thousands that go out every day so that's not how you get media it might help you with some seo and i've had clients who've done it for that great but if you want media you need to follow my Get PR Famous formula.

15:32You need to find that the journalist who's covering your topic, give them a great story that their audience is going to love and make sure you can hook them in on that subject line to read your story. And these are not, and I get this question a lot, I want to make sure I throw this out there. You're not writing the article for Forbes, for Entrepreneur. You're pitching them to interview you and then the journalist is going to write it. So this doesn't take a lot of time. It's a couple sentences and a couple bullet points and why you. That's it. Easy peasy. Now, I love talking about podcast success.

16:06I mean, I've been rocking it for 12 years, over 4 ,000 episodes. I mean, I love this medium. I love this platform. But I want to talk about your new-ish podcast. I mean, you have over 50 episodes. So how do you get regular media exposure for that? So proud of my podcast. I want to give it a shout out. Living Ageless and Bold. It's really geared for women, successful women in their 50s, but we're getting a much younger demographic because these women are being so, the younger women are being inspired by women my age that, hey, that first failure that I had in my 20s, I'm not washed up. I can still do things.

16:44And since I've been 50, I've done the podcast. I've become a lifestyle expert. I've become a QVC host. So much is possible. And that's the story that I tell. So when I pitch stories, so I'm on Good Day DC regularly. I actually launched the podcast on that station with their over 50 journalists, their anchor. And that's what I pitched. I said, Hey, let's have Holly talk to me about this podcast because it's right in line with her. And then every time I do my segments, I always have an opportunity to pull out a product or, you know, and now they just love talking about my podcast because it's so successful.

17:22So they call me podcast host and lifestyle expert. But tying your podcast to something in the media, it's what I do too. Anytime there's celebrity news for people over 50, things like that, I can talk about my podcast because it relates to that story or that audience. So tying your podcast, obviously you're an expert on entrepreneurship. So anytime there's stories related to that, you having 4 ,000 plus episodes, you are an expert in entrepreneurship and you could regularly have your podcast in the media just by being that expert. Christina, take us home. I want you to give our listeners a final takeaway from our entire conversation today.

18:08Then give us a call to action about how we can connect with you, learn more from you, and then we'll say goodbye. What I want everyone to do is just do it. It's like I make my clients hit send when we write the pitch. You're never going to be in the media if you don't do it. so please do it and I have if you go to the number three three steps to PR success it will tell you everything we talked about it will show it to you I'm a visual person I like to see things but it'll show you exactly how to do that and then you can find me at christinadaves.com I always joke if you can't find me online I'm in big trouble I'm not doing my own job so So, but if you want to get media, look at, you know, look at what I've done, look at what my clients have done and just do it.

18:56Fire Nation, you're the average of the five people you spend the most time with. You've been hanging out with CD and JLD today. So keep up that heat. And for links to everything we talked about, visit eofire.com, type Christina in the search bar and the show notes page will pop right up. And as well as that episode that Christina and I did 10 years ago, almost to the day. Christina, thank you for sharing your truth, your knowledge, your value with Fire Nation. For that, we salute you and we'll catch you on the flip side. Thank you. Hey, Fire Nation, a huge thank you to our sponsors and Christina for sponsoring today's episode.

19:30And Fire Nation, are you ready to rock your very own podcast? Check out our free podcasting course where I will teach you how to create and launch your podcast for free. Freepodcastcourse.com. I'll catch you there or on the flip side. DTC Pod, hosted by Ramon Berrios and Blaine Bolas, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. DTC Pod is a podcast about all things direct to consumer. Ramon and Blaine cover everything from starting, growing, and optimizing e-commerce stores and DTC brands. If you're interested in the stories behind your favorite consumer brands, this podcast is for you.

20:07One recent episode on how the best brands are built is a must listen. Listen to DTC Pod wherever you get your podcasts. Are you looking to start or grow a successful business? Attend the world's highest rated and most reviewed business growth workshop taught personally by Clay Clark and football great Tim Tebow at thrivetimeshow.com slash EO fire. Again, request life changing tickets today at thrivetimeshow.com slash EO fire.

20:41Thank you.