PR isn’t just about appearing in traditional media. Everything you do in the public eye (podcasts, interviews, public speaking or just responding to someone on social media) is a representation of you and your business. Here are some savvy DIY tips for promoting your personal brand…
Don’t just yell and sell: care and share
To establish a bond with audiences on social media, you need to sell yourself before you sell your product. Entrepreneurs often miss this step and dive straight into shouting about their product. (To avoid that error, have this as your mantra: ‘Stop selling and start sharing’.)
For example, if you’re a professional ceramicist speaking about why you love working with clay, how it transports you to another dimension and how it delights you to know that a little piece of your soul is in living rooms around the world – people will be fascinated and want to engage with you. If you share some free tips and pottery demos, they’ll love you even more.
You don’t just need to share about your own business: you can also post about other people’s products, services or programmes that are complementary to yours. This way you’ll become a useful resource for your audience who will make a point of returning to see what’s new. The more they benefit from what you’re sharing, the more they’ll come to recognise this added value as part of your brand – and be drawn to buy into it.
Mind your language
Authenticity in the way you speak is important for building rapport and getting customers to trust you. Too many posts on LinkedIn begin with, “I’m delighted to announce…” Or “I’m thrilled to announce…” How often do you speak like this in real life? If ‘never’, then why talk in a stilted language on social media?
Top tip: imagine you’re chatting to a friend about what you do – and use that language when speaking to customers you want to befriend. By daring to be you, you may isolate a few people but if they’re not your audience, think of this as a wheat-from-the-chaff sorting exercise.
Be an expert on other experts…
Don’t be embarrassed about signing up to courses taught by your competitors. If you’re an industry expert, it’s important to check what other experts in your field are doing, to help you stay on top of your game. Whether you’re learning from a long-respected leader who’s been in the business forever or keeping a watchful eye on the freshest talent, this is an essential part of your ongoing training.
…but do things your own unique way
In a crowded arena where lots of people are offering the same thing, having an overview of the market helps you identify your special niche in it. Understanding what makes your offering unique and emphasising this to your clients, helps to attract the like-minded people you’ll love working with – and it’ll give you the confidence to continue growing your brand in alignment with your mission and values.
That said, watch out for ‘imposter syndrome’ if you start comparing your brand to others in a negative way. For example, if you start worrying your colours are too bright or your style is too fun compared to your competitors… relax. If your brand is an authentic expression of you, you’re onto a winner.
Be pitch perfect with journalists
Before you approach journalists, you need to know your niche and which publications you’d like to be in. ‘Spray and pray’ doesn’t work. It’s not about sending a press release to 300 people – it’s better to select one or two journalists you have a resonance with and pitch to them at the right moment.
So, take some time to get a feel for individual journalists. Every magazine (online or in print) has a masthead which lists the names of all the contributing journalists. So if you like someone’s page and think your story is a good fit, you can email them and say you’re pitching for that page.
Top tip: make sure your email subject line is clear and relevant. Use words that will instantly interest the journalist. For example: ‘PITCH: upcycled furniture for eco slot’. Then get straight to the point in your email (these busy people will love you for that). Include the important details like your USP and price but keep your message short. Then after your signoff, you can add a P.S. and include additional info, which they may or may not choose to read.
If you can’t find a journalist’s email address, connect with them on Twitter or LinkedIn. On Twitter, you can use the hashtag #journorequest to find lots of callouts from journalists (e.g. requests for input on certain stories).
Ideally, you’ll get to know a few journalists over time who are on your wavelength and like your work. Then you can approach them frequently, because you’ve built trust and basically become ‘friends’.
Piggyback off a trend
Journalists will always be asking, “Why are you relevant right now?” So if you can find a news hook to hang your story on, their ears will prick up, because you’re topical. For example, lots of people in the fashion world ‘newsjacked’ what was happening with The Crown (with features on Diana’s iconic costumes, etc). And following the pandemic, there’s been high demand for positive news stories (e.g. about setting up a successful business during lockdown).
Don’t be a victim of your own success
If you’re dreaming of a slot on Good Morning Britain or This Morning, be careful what you wish for. TV coverage has a tendency to make sales skyrocket. There are famous stories of US businesses that went bust after being featured on Oprah because they couldn’t deal with the huge press attention their brief TV appearance provoked. So be mindful of how you’d manage a sudden spike in demand. Would you have enough supplies to meet multiple orders – or would you need to have a cut-off contingency in place? This is important, because if the first impression customers have of your brand is disappointment (i.e. if you can’t deliver your promise), you may lose them for good.
Invest in some decent photography
Even if you’re on a tight budget, it’s important to put time and (if necessary) money into making sure your photography does you justice. Here are some tips:
- At the very least, take some head and shoulder shots looking straight at a camera, preferably against a white background. This will make it easy for publications to cut out your image and use it in their own editorial way.
- If you can, get some full-length shots too (to suit different layouts).
- If you’re competent with a camera, you needn’t pay for a photoshoot – using your phone on a tripod on a sunny day can get great results (face the window for the best lighting).
- Avoid wearing sunglasses (unless they’re an important part of your persona). Likewise, if you usually wear a hat – wear a hat in your photoshoot.
- Take a range of photos rather than use the same images every time. If you’re taking a bunch of shots yourself, change your shirt a few times. If you have long hair, tie it up for some of the photos. Smile in some of the pictures and be more serious in others. This way you can get a variety of images in one photoshoot.
- Once your photos have been published once or twice, think about shooting and circulating some fresh ones. Journalists don’t like using images that have already been seen.
Don’t sell your book – let your book sell you
Have you published a book – or are you thinking about writing one? A book can double up as a powerful lead generation and sales tool for your business, particularly if it has a strong educational or instructional element. Some entrepreneurs send out free copies of their book as their main form of marketing (e.g. to entice people to sign up for their courses). It’s a brilliant PR exercise as the surprise and pleasure of receiving a gift always warms people towards you.
Being a published author helps to establish yourself as a thought leader – often prompting universities or other centres of learning to invite you to talk to (sometimes paying) audiences. If you accept, don’t forget to arrive well-stocked with copies of your book to sell at the event – so the gift just keeps on giving.
This how-to guide was inspired by one of our Zoom Dives with Lucy Werner, founder of Hype Yourself, a DIY PR & branding hub.
Our Zoom Dive events are deep-delving discussions between our founder, Carolyn Dailey and a handpicked creative business expert. You can listen to Carolyn and Lucy’s full discussion here.
Fancy catching our next Zoom Dive, live? See our Events calendar and sign up for free. Meanwhile, feel free to plunder our Knowledge bank for more advice, inspiration and toolkits to help you create great PR.