Why Pitching to the Media is No Different Than Pitching on Social: Interview with Elaine Kapogines [Ep #198]
In this episode of the Profitable Practice Podcast, we are continuing on with our 200-episode contest, details in a few minutes. You may want to listen up for that and we are breaking down how you can pitch yourself better on Social Media Publications and Media with very simple strategies. Stay Tuned, you have got to listen to this!
PITCHING TO MEDIA IS NO DIFFERENT THAN PITCHING ON SOCIAL?
We are on the 198th episode for the Profitable Practice Podcast. We want to continue the countdown and still learn a lot of things on business and on practice. That is why we seek to have simple strategies for pitching your business to social media.
In this episode, we are going to hear things from Elaine Kapogines, she will give us a few things about pitching on social media. This episode will directly impact your messaging, as we learn the common mistakes and mishaps that people are doing in writing. Stay Tuned and Learn More!
IN THIS EPISODE:
[0:56] Introduction and context for today’s episode – Countdown to 200 episodes, learning to pitch yourself on Social Media with simple strategies.
[5:13] We will talk about ‘All things Messaging’ for this episode.
[7:59] This episode is a very good interview because it will directly impact you on your messaging.
[8:52] Who is Elaine and why working with practitioners is so close to her heart?
[11:55] What are the biggest obstacles that she is trying to help practitioners overcome?
[18:36] Getting out of media, the common mishaps that people are doing with regards to writing.
[23:48] Standing up in all realms at business.
[27:29] Elaine’s opinion on writing, the primary difference between using first and third person.
[30:03] How does she start to refrain from people’s approach to showing up on video?
[36:46] Giving clients education, inspiration, and information.
[37:27] Describing how to market correctly and the media coverage.
[41:58] The key takeaways that are ‘a must listen’.
[49:08] My final statements and takeaways.
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After You’ve Listened To The Episode, I Would **LOVE** To Hear Your Thoughts!
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Thank you for listening and learning with me on the podcast this week. Your commitment to improving the business aspect of your practice matters... Not only to you, but to your future patients and practitioners who want to be working with you. You were meant to help and heal people, so let’s get to work.
On this episode 198, we are continuing on with our 200 episode contest details in a few minutes, you want to listen up for that and we’re breaking down how you can pitch yourself better on social media publications and in the media. Very simple, easy strategies, stay tuned you have got to listen to this.
Hello, hello my amazing podcast listeners! We are well into the countdown for our 200th episode which will go live at the very end of this month. And so all last week if you are following me on Instagram @andreamaximnd I have been posting all about our new contest that’s going down for the whole month of June. As well as offering little incentives to pay attention to my stories. All last week we did quizzes for the last episode 197 on the top 7 things that I have learned in 200 episodes and it was so fun. We had so many people doing the quiz and getting so close to getting perfect and we definitely had a few winners of an Amazon or a Starbucks gift card. So I’m going to keep that trend going and pop into my Instagram stories and throw out a few extra contest and easy wins for you but it requires you to pay attention to download those episodes and actually listen to them in order to win. Because the questions are easy if you know the answer, which means you have to listen.
So pay attention to that if you are not already following me on Instagram @andreamaximnd that is where the party is going down. And in my feed I have our big contest and that contest is if you tag someone, there’s 3 post, you can tag someone on any of those post. And then write a review somewhere where you listen to this podcast and take a picture of that because often times the reviews take a few days to show up. Then you will number 1, automatically get a seat for our half-day intensive that I run every January and July with our elite level member/s those two. But our maximized practitioner program members. So only those members get in on these half-day intensive; they are four hours long, it is all live and tons of room for hot seats, tons of room for strategy and of course talk about our system what’s working for us. Not only do you get that instantaneously just by entering, but you also enter into our big prize. So you know that we have the elite level membership that is our high-end done with you programs/ service and if you enter the contest and then enter that draw and win you get a week’s free work done by me and my team plus a one hour one on one mentorship call with me. So that’s any work that we can get done in a week our team will step up and do. That could be editing or auditing your website pages, your landing pages. Creating a new logo, social media posting, planning your next launch, anything that we can do within that week, you have a set your back in call, plus you get a strategy call with me. And that prize is worth well over a thousand dollars, considering I have to pay my team and all the work that goes into doing that plus my time. So all you have to do is work about 5 min, tagging someone on one of those 3 posts on Instagram and then leaving me a review and taking a picture of it and sharing that with me and then you are totally entered.
And even just getting a free spot or a free seat at the half-day intensive should really be more than enough to get your butt in gear and get those fingers to tap in and get those ‘@’ signs clicking and all those things. So just go and do it, it is going to be totally worth your while and that is until the last episode, episode 200 which is coming out in a few short weeks. So go and do that now.
But for those that have been with me on this journey, I love you so much, I love that you’re a part of my tribe thank you so much for listening. And what we’re going to be talking about today is all things messaging. I remember when I first graduated, all I wanted to do was get published and be like all in publications, get in the newspapers, get in the magazines and I would search out all of these places. Lo and behold, as you get a little bit savvier in the world of PR you start to realize how a lot of these big publications that people are getting on they’re actually buying their spots on them. There’s even a free site that you can go to where journalists are actually looking for submissions on articles that they’re trying to write. And if they pick you, then you get published on their blog or in their article or whatever the case may be. Which is a great resource to start using if you really want to get your name out there, get your SCO rank a little bit more and that’s a totally free site, which I will link to in the show notes.
But with regards to media, with regards to getting out there, getting published, getting publicized there’s absolutely an art to it. So I wanted to bring on Elaine Kapogines who has been reaching out to the practitioner space. And used to run a highly sought after magazine and now is helping people to pitch without pitching. To pitch without selling but learning how to pitch themselves and you guys know that I am all about marketing and messaging and I how important that is. But beyond publications, you also need to know how to show up on social media and you also need to know how to show up on emails, you also need to know about how to write good email headers. And all of the same skills that you can use to pitch yourself to a publication can 100% be used in your day to day social media and writing, copywriting skillset. Which you need to have in order to stand out and I will tell you that the messaging piece which is why we work so hard at it with our students to create their unique branded message and methodology. And create their own niche and ecosystem, is because you are dime a dozen. I don’t care what profession you are in, your school spits you out like little robots. And it is up to you to bring the flare, and the shine, and your personality and create your own brand.
And so I thought this was a very nice podcast, a very good interview to have as our 198th episode. Because it’s going to directly impact you and how you move forward with your messaging. So without further ado, let’s jump to the interview with Elaine.
ANDREA: Elaine! Thank you so much for coming on to this podcast. I love how we met, we were just saying this just before we started that basically we just got one person saying you need to speak to Andrea and I need to speak to you. Random email, book the podcast, and here we are. Besties already.
ELAINE: I love it! I love hooking like this, I love the spontaneous connection. So this is why I’m here.
ANDREA: So what I love for you to do before we kick into this ever so important conversation about messaging and getting yourself heard amongst the crowd. Give a little bit of insight into why we’re looking in this practitioners is so near dear to your heart.
ELAINE: Yeah, awesome. So right now I’m actually a media coach PR strategist, organically I work with a lot of practitioners, basically from my previous life as a magazine editor. So I dove into the world of natural health and wellness as a magazine publisher after I gave birth of my first daughter. I was introduced into the world, I had a midwife and we started talking about a lot of alternative options and I was really interested in homeopathy and kind of got thrown into that world. And then when my daughter, I decided not to go back to my full time job. I had been working as a publisher, associate publisher journalist, editor, writer for over 10 years before I have my first daughter. I decided not to go back to my full time career, I was going to stay home mom. I didn’t last for very long, in terms of just being a mom. I had an opportunity that I saw to start this magazine, I saw a need in the community. I started seeing what I can support for it.
Si in 2014 I launched the holistic parent magazine, and it was wonderful and it was a super success for about 5 years. And at the end of 2019 I started to do a lot of networking events. A lot of in-person networking events, it was something that my community wanted and needed. And they were all looking for that connection with each other. Right? So I started to bring together like minded entrepreneurs, together in these networking settings. And it was kind of through that and I realize I was actually doing more work on the behind the scenes business development side of things. And I was actually in the publishing world, and it was really gravitating more towards that supporting other entrepreneurs. So right in the end of 2019, I actually closed the magazine and started working full time with entrepreneurs doing media coaching, contact marketing and PR support. So that’s kind of where I am today.
And most of my clients and most of my network really do go back to my days of working as a holistic parent. And I end up working with just so many wellness practitioners and they’re just my favorite to work with.
ANDREA: And we need you desperately. Because the number 1 issue—and I feel like I just have a natural gift towards it is just talking. So I always use the term of the ‘practitioner bubble where we’re all graduating with this stoic, responsible, very mature doctor speak. And we learn our own doctor language and we don’t know how to articulate it to the regular population. The population that are like, I don’t understand what any of your Latin terms mean, I just want you to fix my skin, or make my tummy feel better. So I would love to hear from you where you’re also seeing the biggest obstacles that you’re trying to help these practitioners overcome when it comes to just talking to regular people.
ELAINE: No, you absolutely nailed it and I think it actually goes a little deeper than that is, you guys, and you become such specialists in your area. Whether you’re a naturopath, or you’re a holistic nutritionists like this is what you go to school for and you train for and you throw your energy into. And then when you’re coming at out of school, where’s that piece on how to run a business? How do you do book keeping? How do you do marketing? How do you do, you know there’s this world of social media. How do you run a practice, grow a practice but also do your own marketing and social media on the side? And what does that look like?
Especially, you know I don’t want to put this just on female entrepreneurs but as female entrepreneurs—yeah I’ve just worked most of the females—we just end up on having this mentality like we have to do it all. Right? And we can’t be a specialist in everything.
ANDREA: And I would also say it, and you probably going to say this but we also as females naturally feel very stifled in what we can say it. And we are very emotional beings, and we’re afraid to say the wrong thing or we’ll get that one troll comment and we’re just like ‘ok I’m out, like I’m not doing this ever again, I can’t handle it.’ The criticism for sure.
ELAINE: Well that be on that, is that we also got a regulatory body coming at you saying what you can and can’t say as well. Messaging becomes really important and messaging and how you talk about yourself and how you talk about your business. It’s at the core of marketing, you communicate who you are and what you do. There’s going to be a misstep in how you’re going to be portrayed by the public and I’m not talking like a big, pretend to not on a big national stage. And there could be a potential for big international stage, but just even in your own region, right? Because we should consider yourself as that go to expert. Now my specialty’s in media, so a lot of practitioners that I work with were positioning them as a go to media expert. But it’s beyond that, it’s just how you talk about yourself on your business in a public space. Whether that’s on social media, whether that’s going to a networking even and shaking hands with people. I hear all the time from practitioners that there’s a real hesitation to go out to business networking events because they don’t feel like they’re business people. Right? They’re much more comfortable with going to a mixer with other wellness practitioners but maybe not as comfortable going to a chamber of commerce networking event.
ANDREA: I laughed because the initial thought of me going to a networking event is because I am so introverted that I feel like those events are so extroverted. They’re like the extroverted people love it and I’m just drained by the end. So I’m sure there’s that piece to that as well.
ELAINE: Of course and I hear that all the time to with media as well because I’ve been doing a lot of presentations recently on the media mindset. And basically mentally preparing yourself for what it looks like to embark in a media strategy. And what it looks like to put yourself out there in front of a potentially very large platform and I think you do have to be mentally prepared for that. And I hear this all the time and we can go a little bit into them and to the media mindset and identifying with those limiting beliefs are about yourself. Right? And a lot of those are ‘I’m too shy, I’m not good on camera.’ There could be some self-esteem issues there where do they want to see themselves on camera. And these are all limiting beliefs. These are just thoughts that you have in your head that are preventing you from doing something that could be really good for your business.
And I would say the idea of identifying exclusively as an introvert would also be a limiting belief especially if you’re saying ‘I’m an introvert, I’m not good at networking events. I’m an introvert, I can’t go on a national news platform and talk about my message.’ That’s a limiting belief and you know it just has to stop.
ANDREA: Asterisks, slash, brackets, excuse perhaps to not gain themselves, to just stay behind the curtain and just be like ‘well I’m an introvert, therefore…’ and I’m just going to stand my corner and woe is me.
ELAINE: Yeah! Absolutely.
ANDREA: So there’s two sides of this for sure.
ELAINE: Totally, and people exactly use it as an excuse not to do something. I’m too shy, I can’t go to that networking event. And one of the things that I’m talking about is a lot of people say I’m not good at being interviewed. Right? I’m not good, I can’t stand on my feet, I’m not good being interviewed. So then what I talk about is taking those limiting beliefs and identifying a truth statement because that is a belief that you have about yourself. It’s not the truth. Right? There’s no fact that says just because you identify yourself as an introvert means you can’t be interviewed. Right? Or you can’t go to networking event, that’s not scientific fact. That is a belief that you have about yourself, so replacing that with a truth statement.
And one of the truth statement that I want to talk about is you know people saying ‘I’m not going to be interviewed.’ Well interviewing is a learned skill. Right? Very few people in the world are born being good at being interviewed. There’s some people that you know, there are certain characteristics or traits that make somebody better at being interviewed than somebody else. But it’s still a learned skill, it’s still practiced and you know it’s identifying what those things that are holding you back and trying to move forward. And like I said, I think you saying you’re an introvert is saying you’re just one of those beliefs that can limit you. You can use that as a road block to say I can’t do this. Right?
ANDREA: So what’s coming to me are a few things one—oh shoot where do I even start?—so there are things I wrote down was when someone is let’s say let’s get out of the media. Let’s get out of the limelight first and what really piqued my interest was the fact that you had that background in editing. So a lot of people are going to start with writing, with blogging, with copy for social media dare I say and go that small. And I know that you have had so many articles cross your desk for your magazine that you’re like our readers are not going to like this. And you have some really ball in articles that make into the magazine because they’re written so well. I would love for you to start there and talk about again, the common mishaps that people are doing with regards to writing and of course we can get into the vocab.
ELAINE: Oh great. This is a really good question. Yeah, so I think the biggest mistake that people make is they write the way they were trained to write as practitioners.
ANDREA: Yes! No we don’t do that.
ELAINE: Writing, you know a journalistic style of writing is something in and of itself and even I went to journalism school, I have an honors degree in English and Philosophy. That’s what I was coming in to journalism school with and it was like day 1 they were like ‘forget everything that you learned in the university.’ Because the way that you write for an English paper has nothing to do with how you write an article from the perspective as a journalist. So not to say that everybody who writes for the magazine or anybody who wants to get into writing for media has to understand that journalistic style. That leaves up to the journalists but there’s still some key pieces that you want to remember.
Number 1 is you’ve got to remember what the audience is. Who are you talking to? You’re not writing for the association magazine, or you’re talking to a bunch of practitioners and they understand the same language. You are talking to the mainstream, so it’s getting rid of that industry jargon. Being able to write very concisely. This is another big mistake that I see is like ‘it’s too much.’
ANDREA: Yes it’s like word diarrhea and then the vocab I find so many times I’m like ‘people you could have said that in one minute and it took us 20 min to get there.
ELAINE: And it’s the same thing with writing. It’s like when I’m editing, one of my favorite things to do. So yes, I’m a writer I’ve done a lot of writing, I have a lot of bylines, but I’ve always loved editing. I love the idea of taking an article that somebody has written and making it better. And ripping it apart, I’ve done that before I’ve had articles come in that I’ve assigned out and they came back and they wasn’t just right. So I got to rip it apart and then put it back together and I love that, I love that.
And I think one of the biggest mistakes is that if you can say something in 5 words, why are you saying it in 20 words? And this comes down to you know the overuse of adjectives. This is a big thing, if you actually read a magazine article or a news article, you notice that they’re very stingy with their adjectives. Because if you get too many, you kind of lose the meaning and you sort of forget. So I do pitch training where I actually teach people how to pitch themselves to the media. And one of the things that we see is its quick. You probably think you got an email, that subject line is potentially the most critical piece of that entire pitch. Because if your subject line isn’t captivating enough, the journalist isn’t going to even open it. So if you come out swinging things like I’ve got a talking about a practitioner’s saying like ‘I’m the worlds’ best, most accomplished practitioner, all natural, organic.’ You’re just throwing everything out there. The meaning of it is completely lost. Right? And that’s where that messaging is going to be tight, it’s got to be concise. We do talk about we can come back to messaging a little bit but my courses we do talk about finding lyrics per topic. Right. Those are like one or two things that you can talk about as an expert. And it can be separate from your business, right?
Because as a practitioner, especially as a naturopath for example, you could see people post-partum, babies, families, getting into aging and seniors and you can have a wide variety of specialties. But those are expert topics for the media and the public because it’s too much, you can’t come out and say ‘I specialize in post-partum, and new mom, and pediatrics, and gut health and everything.’ Those aren’t your expert topics, those are your specialties that’s your business. Your expert topic is those one or two things that differentiates you and your skills, talents, passions, expertise, what brings it all together and is it at the heart of who you are as a public figure.
ANDREA: May I ask you a question?
ELAINE: Yeah, of course.
ANDREA: The one of the things that are coming to mind is I found my ability to pitch myself so much easier when I started using my branded methodology. I am the founder of the GAT protocol, etc. and so I’m wondering if that’s leaning into what you’re saying like this is terms that they haven’t heard before, this is a system they haven’t heard before, and I think it just helps you stand out so much easier in all realms of business?
ELAINE: Yeah. And that’s what is it, is its finding what differentiates you from others. So if you got a system that you’ve developed like that’s a differentiator amongst all the other people. Even though—I don’t know much about the GAT protocol.
ANDREA: That’s okey. But aren’t you intrigued?
ELAINE: I’m very intrigued! Great, totally! It’s a great title. But it’s really different. Let’s assume that it’s around on gut health, I assumed it’s on gut health. It’s different than saying ‘I’m an expert on gut health or I’m an expert in the gut brain connection, right? Because there’s lots of people that specialized that, but you’ve narrowed down to the point where you’ve systematized a protocol. And now that you’re able to talk about that. Now let’s just say that’s not just all about you do. It’s not like that’s all you do 24 hours a day, you just run get your slipper at the door. Yeah, and people really struggle with this. Even the idea of presenting yourself as an expert can really trick people up.
We just finish a cohort of 15 female entrepreneurs; 13 of them were service providers and I would say a good chunk of those were natural health service providers. There was a really wide range of people who were connected to the idea of an expert topics. Some people really leaned in to it, most of them are more established practitioners.
ANDREA: Sure, it comes with confidence.
ELAINE: Totally, it comes with confidence, they knew exactly what expert topic is they were able to tap into that very quickly. The people that really struggled with it were newer to the practice, who were going through some sort of pivot transition. Or somebody who was just disconnected with the idea of an expert. I’m not an expert, I’m not an expert. Now hear this as well, I mean this is coming back again to that idea of being that media mindset. If you come out and you say ‘oh I’m not an expert, why is the media going to talk to me about X, Y, and Z? I’m not an expert.
ANDREA: Or they just won’t.
ELAINE: Exactly they won’t! And there’s always going to be somebody that knows more than you. So you know don’t talk to me, talk to this other person who has more experience than I am. Well no, because you still have a voice, you still have an opinion, still an expert in something. If nothing else, you are expert in your own story. And that’s a big piece to remember and everybody’s got a story right? Nobody else is going to tell your story the way that you can. So tapping into that, and that’s how you’re presenting yourself in the public sphere. That’s where that messaging becomes really powerful, and that’s where you can start seeing the cross-over between the blog articles and the social media content and the articles that you’re submitting for publication. And just the way that you talk about yourself, it’s that’s where everything kind of comes together.
ANDREA: So there’s two questions that are coming to mind. One is, with regards to writing style, I find when I read over practitioner’s writing it’s very much using the third person. So the way, or this is how we do this or our bodies need etc. and the very first thing I do is I put it back to first person because it was social media, I’m like I want you to be talking to me, I want to feel like you know my problems. I want to feel like there’s a connection here. What would you say about that with regards to writing? And of course this depends on article on the magazine or the newspaper, whatever. But I know a lot of people right now are just trying to get the social media game under control. And I find that to be such a huge difference in engagements.
ELAINE: Yeah. Absolutely, so no I think you’re absolutely correct. There was a big difference between writing say for like national post and writing for your own social media audience. So you’ve got to get it back to that first person. So I’m going to butcher this quote, I’m actually going to write this I quote this all the time and butchered every time. I got to like put it on my computer something but Seth Godin said something along the lines of ‘People don’t buy products and services by relations, connections and magic.’ Right? People don’t want to buy your service. I’m sorry I don’t care how good your service is, there’s a hundred people especially depending on an area.
There’s a hundred naturopaths that they can go to and talk to, when they want to they want to connect with you as a person. They want to feel heard, they want to feel like they’re building a relationship and at the heart of marketing whether it’s traditional. When you think about marketing, when you’re thinking about social media, or whether you’re thinking about public relations which is an offshoot of marketing it comes back to that no-like and trust factor. So coming back to your point, if you’re coming out and you’re saying, you’re posting, or you’re blogging and you’re talking about ‘we do this, then this is how—‘ it feels very impersonal. People don’t want that okey? They know why they’re coming to a naturopath, they understand why they need chiropractic or why they need a massage therapist. But what they don’t know is you and your story and why am I going to come to you versus that other person over there that looks just as qualified.
So you’ve got to tap into that no-like and trust factor and it’s absolutely right. It’s speaking directly to that audience not at them engaging that conversation with them.
ANDREA: So with regards to writing, I certainly have like I think everyone has a better idea, hopefully it’s waking you up and you’re reflecting on how you’re doing things. Now I would love to talk about the vocabulary that people are using. Because now we’re entering the world of Instagram stories are king, video is king, that’s what everybody is doing. And I will tell you, I will watch certain videos and after 2 or 3 seconds I’m like ‘no, they are not capturing my attention. I’m so not interested in this.’ And then there’s other people where 5 min have gone by and I’m just like ‘woah, they just locked me in.’ How are you starting to reframe people’s approach to showing up on video?
ELAINE: Yeah, for sure. So I mean I’m going to start by saying something a little controversial. I have a very strong belief that social media is not right for every service provider. And I have actually worked with clients in the past mostly within the natural health and wellness base that we have actually pulled out of social media because it didn’t make sense for them. Their content wasn’t aligned with the messaging that they were outing out. But even more important, if you’re a regional service provider, putting a lot of time, and energy, and investment into a big social media platform that you’re reaching globally. It’s really hard and I think this is even more subtle for somebody like a naturopath who is only licensed to work in certain areas. Right?
As a naturopath doctor, if you’re putting out this great amazing content on social media with the idea that we’re going to get more clients and more patients. And you’re going to grow your practice, but you’re reaching people down in the states like there’s no conversion there right? Yes, your end goal, there may be reasons to do social media in terms of doing speaking engagements or brand recognition or positioning yourself as an expert in some way. But I don’t believe that social media is the beyond and all, especially for regional service provider. So with that being said—
ANDREA: I’m listening and I think so many people are going to resonate with that. And I can almost feel shoulders coming down from people’s ears being like ‘yes, I don’t have to do this.’
ELAINE: No, I think that just the way that the time we live in others just this expectation you have to be on social media. And to the point where actually there’s a lot of people I talk to I’m like ‘ok what do you on your marketing? Okey well I’m on Instagram. Okey what else are you doing for marketing, oh that’s it.’ Like really? You can’t do these things in isolation right? And then am like ‘why are you doing Instagram? Well of course like I feel like I have to. Because that’s where everybody is.’
Yes, that’s a lot of people are on Instagram but you have to look at the platform for what it is, which is people go to the platform for some kind of engaging content. The conversion rate on Instagram is almost nothing. Even looking at my own analytics, to get people to do anything from Instagram sign up for a free document, even go and check out a blog post. My click through rate in Instagram is almost negligible because people don’t go to Instagram—that’s not the content that people are consuming on Instagram. So coming back to your original point is this where video has become that go-to because you can create that same type of content and that same type of messaging that you’re hoping to achieve over say on a YouTube video or a blog but you can do that right inside Instagram now either with stories or with IG TV or with reels. But at the end of the day, I think it comes down to your goals, like I always have to ask ‘why are you doing this? Right? Like is it because like you feel you have to?’ then maybe we’ve got to have a conversation about that.
And in terms of there’s some video is just a slippery slope. You’ve got to do it well or it’s not going to resonate with your audience. And you’ve got to ask yourself, are you doing more harm than good by producing these videos? Then are not engaging with your audience. So you know—
ANDREA: And it’s a waste of time. Like the perfect example my mom is a realtor and she’s crushing it just with word of mouth. And she’s like ‘well, I see other realtors being on Instagram, I see other people doing videos I think like I have to.’ I’m like ‘mom, you don’t have to. You are getting all of the clients that you can handle just by offering tremendous service. You don’t even need to look at Instagram and you will make millions of dollars. Like you’re fine.’
ELAINE: Yeah. But that’s the thing and it becomes a thing. And again, this is why I do love working with practitioners because there’s this other layer here is that there’s only a fix number of hours that you’re able to work right? There’s a finite number, right? Unless you’re doing some sort of online content if you’re running courses or if you’re doing coaching. Even if you’re doing one on one coaching there’s still is a limit to what you’re going to be able to do even if you work 24/7 for 10 years there’s still a number attached to that. So to go out and to invest and investment I mean time, and energy it could be a monetary investment. And you’ve got to think about what you are taking away from your practice right? If you’re spending all of this time on social media trying to build these videos that you think you should be building and engaging because you think you’re supposed to be doing—
ANDREA: Or have to.
ELAINE: Or have to! Right? Can that time be better spend going to a networking event and shaking hands with somebody who might give you a referral for somebody to actually come in your office. Maybe that’s a better use of your time. Email marketing, is absolutely phenomenal for practitioners. I love diving into email marketing with my wellness practitioners that I work with. I just think it’s so powerful and I mean the conversion rate on a good email marketing, you can’t beat it.
ANDREA: I agree. All of my big sales, all of my promotions never came off on social media was always with our email list and let’s circle back then to what you’re talking about originally. If you can’t write a good subject line, you got to work on that. If you can’t write and email copy that’s engaging and it makes people want to click through, you got to work on that. Like I agree with you.
ELAINE: And this is the thing that’s all got to come together, you can’t do one of these things in isolation. Because if you’re saying I’m okey I’m going to send out an e-newsletter what are you providing? Because at the end of the day and I know practitioners understand this is it’s got to be sales through service right? You’ve got to lead with idea that you’re serving your audience in some ways, serving your patients, serving your potential clients, you’ve got to start with that service. If you’re just sending out emails that says book my services, book my services, book my services. That’s leading from a sales perspective, you’ve got to give your clients some education inspiration of information. Those are my three holy grails; if you’re not providing the inspiration, education, or information about something, I’m probably going to tune you out.
So when you do this from an email perspective well, you’ve got to have some content, you’ve got to have a blog, you’ve got to be out doing stuff that you’re going to be able to refer back to even if it’s just referring to other having a network that you can tap into. If somebody else’s blog or you’ve got to think about how you’re going to serve that audience with that email letter. And it’s going to be again, coming back to that no-like and trust. That’s how you’re going to build that relationship with your clients and that’s how you’re going to get that repeat bookings so it’s all got to work together.
ANDREA: So the final piece that’s coming up for me is getting comfortable with the fact that we are doing all of this to make sales. And the biggest obstacle I can foresee out of all the limiting beliefs, out of all the stories, out of all the excuses is we don’t like to get money. We want it, we want the lifestyle, and we don’t want a million dollars. Most healthcare practitioners I’ve talked to do not want a million dollars, they—
ELAINE: They want to change that mindset right now.
ANDREA: Which, I’m fine with. If you don’t want to have a million dollars in the bank, that’s cool but what they do want is they want the money to provide them with the freedom of the lifestyle that they choose at any given time. But in order to receive that, our bills have to get paid, the overhead has to get paid we may have team that we need to pay due all of the things in our finite time. So how do you also engage the conversation of—I’m not teaching you how to pitch just so you can learn a speech and then check that off your list. I’m not teaching you how to write so you can send the occasional email and be like ‘sweet! Sent my email today.’ Or ‘sweet, posted my Instagram post.’ How do you really start being like we are marketing you so that you may fail?
ELAINE: You absolutely nailed it. And actually the subtitle of my course that I run is called the 7 steps to securing meaningful media coverage that converse. And I think this is a big misstep in the marketing conversation is that we don’t have that conversion piece, right? Everyone it’s about you talk to a lot of marketing professionals, not all of them but you talk to some of marketing professionals, you talk to a lot of PR people and it’s all about the brand recognition. It’s all about that credibility piece, it’s about that blue checkmark. Exactly but if you’re not converting then what’s the point? And I think this comes back to that social media piece, if you’re throwing all of this energy in the social media but you’re not converting anything then you’ve got to take a step back and say ‘ok what’s not connecting? Is my content not connecting? Is my messaging not connecting? Is this the right platform for me?’ sometimes it’s just not abandoning social media completely, you’re just in the wrong platform. Right?
So this is why whether I’m doing a media strategy with somebody whether I’m doing a marketing strategy with somebody, we really do have to look at those analytics and make sure that our efforts are converting. And conversion can mean a bunch of different things right? Yes, it means bums in seats as a practitioner but it also means that that long game. Right? And especially it comes in with that media piece is yes we set goals for every single interview and the way that you get quite deeply in this in the course is the way that you go about that interview in the mindset that you go into. There is a conversion piece, there’s a called action at somewhere in that interview.
Maybe not a direct call to action in terms of I mean if you’re getting quoted in a magazine, there’s no direct call to action there but in your mindset, there’s some conversion that needs to happen. Whether it’s growing your email list, whether it is growing your social media following, whether it’s getting people to download your course or whether it’s getting somebody to book a session with you. But you’ve got to be very strategic with how you go about getting those results. So absolutely conversion needs to be top of mind when you’re creating any type of marketing or public outreach program, you’ve got to keep the conversion in mind and if it’s not converting then you’ve got to make some adjustments in somewhere in other.
ANDREA: So what are some key take aways that people are listening right now can be like ‘ok I got to change this, I got to do more of this, I got to stop doing this.’ What are those maybe picks and arbitrary number like 3, 5 or whatever just pieces like this is the most common mistakes that I see most people making, here is where you can get started.
ELAINE: So number one, is identifying those limiting beliefs and replacing them with truth statements. Because you’re not going anywhere so when I talk about the medium mindset, it’s 3 steps; it’s becoming aware of those beliefs, adjusting those beliefs, and then there’s an action piece. So that really the first step, I mean if you’re talking about 3 take aways the first one really is identifying what’s holding you back. Is it a story that you’re telling yourself, it could be some past experience, maybe you’ve had—I hear this all the time, I used to a marketing company and it didn’t go well and I lost tens of thousands of dollars and I don’t want to do that again. Sure of course, that’s a negative experience you’ve had but don’t let that experience define what’s coming next. Because you’re not going to go anywhere right? You’re going to be able to move forward if you’re stuck in this idea of ‘I can’t’
ANDREA: Right. The past will never dictate your future.
ELAINE: Absolutely. So then, the next piece is do the work to figure out how to move yourself forward. Right? If it is a past experience, doing some work to think about how you can move forward with that. If it is a belief that you had, replace it with the truth statement, a big one that I talk about is journalists need you. People don’t think about that right? They think that they’re doing you a favor by interviewing you and you get a little bit of like media coverage and you get a logo for your website and journalist doing you a favor ok, no. Because if journalists didn’t have people to talk to, they wouldn’t have stories and if they don’t have stories they don’t get paid. So coming to a media strategy or coming to a marketing strategy saying you are needed, your voice is needed, your voice is really important.
ANDREA: Angle, your opinion.
ELAINE: Absolutely. Even to add to that is there’s this statistics that I quote regularly is that in mainstream Canadian media, only 31% of sources interviewed are female. We’re more than 50% of the Canadian population but were only 30% of voices heard in mainstream media. And actually there’s a daily mainstream Canadian daily newspaper that that number was at 14% at the beginning of the year. Talk about how important your voice is especially as female entrepreneurs. And I mean this can even get more layered when you’re talking about the bi-pop population as well, or any type of visible minority or any representative segment of our community. They’re just adding in a whole other layer unto under representation. The media needs our voices right?
ANDREA: But they won’t know that you’re there, if you’re going to raise your hand yet?
ELAINE: Exactly. You’ve got to step into that role as an expert and say I’m going to lend my voice to the public conversation and it takes work. Right? It’s again, it’s identifying what those belief are, why aren’t you? Why aren’t you putting yourself out there in that way? Not just in the media, it could be any public facing interaction, networking, social media, blogging, e-newsletter or whatever it is. It’s a public facing instance right? So you got to identify why you’re not doing it. Figure out those truth statement, sometime it takes research. You got to do a little bit of research to prove to yourself that yes I am needed or yes my voice does matter. It could a little bit of research to get you there and then that third take away is you’ve got to act.
We can sit here, you and I or with my clients I can sit here and talk about this all day but the people that are the most successful are the ones to actually step into the action. Right? And actually—
ANDREA: When you’re listening to this podcast is because we recorded it and I put it out into the eithers. And I was listening ‘hey it was a great recording. Thanks for coming in the show.’ My afternoon is done, I’m just put this into the trash bucket and be like ok cool.
ELAINE: And you know what? I’d even have to say all of your listeners right now have taken this step towards action because they’ve gotten this far in the podcast. And if they’ve listened this far, this has obviously resonated with you in some way. So don’t just sit here and be like ‘wow that was a really great conversation.’ Like step into action. You’ve already taken the first step by listening this and absorbing it, but what are you going to do next? You’ve got to step in order to move forward. Move forward with your business, move forward with your personal growth whatever it is, you’ve got to act on that. So those are my three takeaways.
ANDREA: Great. So somebody wanted to reach out to you, learn more about your programs, your offering are just kind of like ask you a few questions. What are some great ways we can reach out?
ELAINE: Yes. Going back to social media, I’m very active on Instagram so I am @willshire_media and you can absolutely reach me there, shoot me a DM I guess I’m very active on social. And then my website as well is willshiremedia.ca and then I also have a course that I’m launching called Pitch Class and which is super exciting so we’re actually launching so I’ve done sort of a live version but what we did is we actually turned it into a digital course so it’s a completely self-guided digital course and I’ll walk you through the 7 steps to securing meaningful media coverage that converge.
We’ll walk you through step by step and we actually announced not that long ago that we’re going to be doing a pay what you can model in order to help support small businesses especially during this very year of the pandemic. I understand that especially practitioners who maybe have not been able to practice the way that they wanted to or small businesses who have been shut down. They might not have the disposable income that they need in order to do a course like this, so we’re offering a pay with what you can. When you check out you just pick the price point that you’re most comfortable with as low as $2, no coupons, no discount code, no questions asked just pick where you’re comfortable with and you unlock the full course. So that’s pitch-clause.com.
ANDREA: Thank you so much and we’ll have all those links below in the show notes, thank you so much for being here I feel like we could’ve chatted forever. What we did in the time that we did is pretty brilliant but I just love what you’re doing. It is absolutely needed and like Elaine said don’t just listen to this and be like that was cool, and move on to the next episode. Start showing up, start letting people know that you have a voice, even if it’s hella scary and you are like going to barf afterward. You still got to do it, just walk with the fear and it will get easier over time I promise.
ELAINE: Absolutely nailed it, yeah, definitely. Thanks, Andrea!
ANDREA: Thanks again. Ok, guys, that’s another interview in the books, I hope you had your pen and paper out and I hope you’re really listening to the truth bums that we had throughout that entire interview and I hope that you start to take that away and implement it immediately into your next email, your next subject line, your next pitch to a publication, your next social media post. Whatever it is that requires writing and for you to get comfortable with positioning yourself as an authority, start flexing that muscle, and of course if there’s any way that I can help you with personally or that my team can help you let us know. Because we’re creating these things, we are creating the logos, the graphics, and the programs for our members and we are doing it fast. Do not forget to enter that contest it is so worth your while and it’s all going down on the Instagram page @andreamaximnd, drop me a DM just say hey, let me know that you’re listening. We are on the countdown to 200 episodes, I can’t wait to celebrate with you, I’m Andrea Maxim and I’m out.
You guys are killer. Thank you as always for listening to the Profitable Practice Podcast. Leave me a comment, and if you have it already, I would love a review on iTunes. Definitely subscribe to this podcast and leave me a quick review! For those ready to maximize your practice, contact me at https://maximizedbusiness.ca/