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157 | PR isn't just for big brands - with Lucy Werner · Women in The Coaching Arena

• 0:02
  Today
• 0:03
  I'm
• 0:03
  really
• 0:03
  excited
• 0:04
  to
• 0:04
  welcome
• 0:04
  Lucy
• 0:05
  Werner,
• 0:05
  who
• 0:05
  is
• 0:06
  a
• 0:06
  PR
• 0:06
  specialist,
• 0:07
  author
• 0:07
  and
• 0:07
  founder
• 0:08
  of
• 0:08
  Hype
• 0:08
  Yourself.
• 0:09
  I
• 0:10
  am
• 0:10
  a
• 0:10
  paid
• 0:10
  member
• 0:11
  of
• 0:11
  Lucy's
• 0:12
  newsletter,
• 0:13
  which
• 0:13
  is
• 0:13
  called
• 0:14
  The
• 0:14
  Hype
• 0:15
  and
• 0:15
  really
• 0:16
  excited
• 0:17
  to
• 0:17
  have
• 0:17
  pitched
• 0:18
  Lucy
• 0:18
  as
• 0:18
  the
• 0:18
  first
• 0:19
  person
• 0:19
  that
• 0:19
  I've
• 0:19
  really
• 0:19
  pitched
• 0:20
  to
• 0:20
  have
• 0:20
  on
• 0:20
  my
• 0:20
  podcast
• 0:21
  to
• 0:21
  talk
• 0:21
  to
• 0:21
  you
• 0:22
  today
• 0:22
  about
• 0:23
  using
• 0:23
  PR,
• 0:24
  storytelling,
• 0:25
  and
• 0:25
  smart
• 0:26
  self-promotion
• 0:27
  in
• 0:27
  your
• 0:27
  business.
• 0:28
  So,
• 0:29
  Lucy,
• 0:30
  my
• 0:30
  motto
• 0:31
  is
• 0:31
  honesty,
• 0:32
  not
• 0:32
  hype.
• 0:32
  So
• 0:33
  it's
• 0:33
  really
• 0:33
  interesting
• 0:34
  that
• 0:34
  your
• 0:34
  business
• 0:34
  is
• 0:35
  called
• 0:35
  The
• 0:35
  Hype,
• 0:36
  but
• 0:37
  clearly
• 0:37
  when
• 0:37
  I
• 0:38
  talk
• 0:38
  about
• 0:38
  honesty
• 0:38
  not
• 0:38
  hype,
• 0:39
  I'm
• 0:39
  meaning
• 0:40
  hype
• 0:40
  within
• 0:41
  the
• 0:42
  coaching
• 0:42
  business
• 0:43
  industry
• 0:44
  where
• 0:44
  people
• 0:44
  kind
• 0:45
  of
• 0:45
  go
• 0:45
  six
• 0:45
  figures
• 0:46
  in
• 0:46
  five
• 0:46
  minutes,
• 0:47
  but
• 0:47
  obviously
• 0:48
  hyping
• 0:48
  yourself
• 0:49
  is
• 0:49
  exactly
• 0:50
  what
• 0:50
  I'm
• 0:50
  passionate
• 0:51
  about
• 0:51
  so
• 0:52
  really
• 0:52
  excited
• 0:52
  to
• 0:52
  have
• 0:53
  you
• 0:53
  on
• 0:53
  today.
• 0:54
  Thank
• 0:54
  you
• 0:55
  so
• 0:55
  much.
• 0:55
  And
• 0:55
  I
• 0:55
  love
• 0:55
  like
• 0:56
  the
• 0:56
  disclaimer
• 0:56
  of
• 0:57
  without
• 0:57
  the
• 0:58
  hype,
• 0:58
  but
• 0:58
  we've
• 0:58
  got
• 0:58
  somebody
• 0:59
  from
• 0:59
  The
• 0:59
  Hype
• 1:00
  here.
• 1:01
  But
• 1:01
  yeah,
• 1:01
  to
• 1:02
  me,
• 1:02
  like
• 1:02
  the
• 1:02
  hype,
• 1:03
  and
• 1:03
  hyping
• 1:03
  yourself
• 1:04
  doesn't
• 1:04
  necessarily
• 1:05
  have
• 1:05
  to
• 1:05
  be
• 1:05
  this
• 1:06
  jazz
• 1:06
  hands,
• 1:07
  you
• 1:07
  know,
• 1:07
  all
• 1:07
  singing,
• 1:08
  all
• 1:08
  dancing.
• 1:08
  If
• 1:08
  you
• 1:08
  are
• 1:08
  listening
• 1:09
  on
• 1:09
  audio,
• 1:09
  I'm
• 1:09
  waving
• 1:09
  my
• 1:10
  hands
• 1:10
  up
• 1:10
  in
• 1:10
  the
• 1:10
  air
• 1:11
  right
• 1:11
  now.
• 1:12
  I
• 1:12
  think
• 1:12
  it's
• 1:13
  really
• 1:13
  finding
• 1:13
  a
• 1:14
  way
• 1:15
  to
• 1:16
  promote
• 1:16
  yourself
• 1:16
  in
• 1:17
  a
• 1:17
  way
• 1:17
  that
• 1:17
  feels
• 1:17
  good
• 1:17
  to
• 1:18
  you
• 1:18
  and
• 1:19
  that's
• 1:19
  gonna
• 1:19
  look
• 1:19
  different
• 1:20
  for
• 1:20
  everybody.
• 1:21
  And
• 1:21
  it
• 1:21
  doesn't
• 1:22
  have
• 1:22
  to
• 1:22
  just
• 1:22
  be,
• 1:23
  look
• 1:23
  at
• 1:23
  me.
• 1:25
  Exactly.
• 1:25
  I'm
• 1:25
  sure
• 1:26
  everyone
• 1:26
  will
• 1:26
  be
• 1:26
  relieved
• 1:27
  to
• 1:27
  hear
• 1:27
  that.
• 1:27
  So
• 1:28
  tell
• 1:28
  us
• 1:28
  a
• 1:28
  bit
• 1:28
  about
• 1:29
  you
• 1:29
  and
• 1:29
  how
• 1:29
  you
• 1:30
  got
• 1:30
  into
• 1:30
  PR
• 1:31
  and
• 1:31
  what
• 1:31
  you're
• 1:31
  doing
• 1:32
  now.
• 1:32
  Yeah,
• 1:33
  thank
• 1:33
  you.
• 1:33
  So,
• 1:34
  in
• 1:34
  a
• 1:34
  nutshell,
• 1:35
  I
• 1:35
  actually
• 1:36
  started
• 1:36
  off
• 1:36
  in
• 1:36
  PR
• 1:37
  when
• 1:37
  I
• 1:37
  was
• 1:37
  17
• 1:37
  on
• 1:37
  work
• 1:38
  experience.
• 1:39
  And
• 1:40
  I
• 1:40
  really
• 1:41
  wanted
• 1:41
  to
• 1:41
  be
• 1:41
  a
• 1:41
  journalist
• 1:42
  and
• 1:42
  or
• 1:42
  a
• 1:42
  writer
• 1:43
  growing
• 1:43
  up
• 1:43
  and
• 1:44
  that
• 1:44
  kind
• 1:44
  of
• 1:44
  got
• 1:44
  knocked
• 1:45
  out
• 1:45
  of
• 1:45
  me
• 1:45
  academically.
• 1:47
  Then
• 1:47
  I
• 1:47
  discovered
• 1:48
  PR.
• 1:48
  I
• 1:48
  didn't
• 1:48
  even
• 1:48
  know
• 1:49
  really
• 1:49
  what
• 1:49
  it
• 1:49
  was,
• 1:50
  and
• 1:50
  I
• 1:50
  was
• 1:50
  suddenly
• 1:50
  like,
• 1:50
  oh,
• 1:51
  I
• 1:51
  actually
• 1:51
  get
• 1:51
  to
• 1:51
  chat
• 1:51
  to
• 1:52
  journalists
• 1:52
  and
• 1:52
  I'm
• 1:53
  coming
• 1:53
  up
• 1:53
  with
• 1:53
  story
• 1:54
  ideas.
• 1:55
  So
• 1:55
  it
• 1:55
  was
• 1:55
  kind
• 1:55
  of
• 1:55
  all
• 1:56
  of
• 1:56
  the
• 1:56
  bits
• 1:56
  that
• 1:56
  I
• 1:56
  liked.
• 1:57
  So
• 1:57
  half
• 1:58
  of
• 1:58
  it
• 1:58
  was
• 1:58
  kind
• 1:58
  of
• 1:58
  the
• 1:58
  creative
• 1:59
  side
• 1:59
  of
• 1:59
  generating.
• 2:00
  The
• 2:01
  ideas
• 2:01
  and
• 2:02
  the
• 2:02
  other
• 2:02
  bit
• 2:02
  was
• 2:03
  the
• 2:03
  kind
• 2:03
  of
• 2:03
  strategic,
• 2:04
  making
• 2:04
  sure
• 2:04
  it
• 2:04
  was
• 2:05
  aligned
• 2:05
  with
• 2:05
  the
• 2:05
  business
• 2:06
  goals,
• 2:07
  putting
• 2:07
  the
• 2:07
  actual
• 2:07
  plan
• 2:08
  together.
• 2:09
  So
• 2:09
  I
• 2:09
  did
• 2:09
  a
• 2:09
  degree
• 2:10
  in
• 2:10
  media
• 2:10
  and
• 2:10
  culture
• 2:10
  studies,
• 2:11
  and
• 2:11
  then
• 2:12
  it
• 2:12
  took
• 2:12
  me
• 2:13
  a
• 2:13
  while
• 2:13
  to
• 2:13
  kind
• 2:13
  of
• 2:13
  land
• 2:14
  in
• 2:14
  a
• 2:14
  PR
• 2:15
  agency.
• 2:16
  I
• 2:16
  was
• 2:16
  in-house
• 2:17
  for.
• 2:17
  Mr
• 2:18
  Mrs
• 2:18
  Smith,
• 2:19
  the
• 2:19
  luxury
• 2:19
  travel
• 2:19
  guide,
• 2:20
  when
• 2:20
  it
• 2:20
  was
• 2:20
  a
• 2:20
  scrappy
• 2:21
  startup.
• 2:21
  If
• 2:21
  you
• 2:22
  can
• 2:22
  believe
• 2:22
  it,
• 2:22
  you
• 2:22
  wouldn't
• 2:22
  be
• 2:22
  able
• 2:23
  to
• 2:23
  believe
• 2:23
  it
• 2:23
  now,
• 2:23
  but
• 2:23
  I
• 2:23
  think
• 2:23
  it
• 2:24
  was
• 2:24
  like
• 2:24
  an
• 2:24
  office
• 2:24
  of
• 2:24
  13
• 2:25
  in
• 2:25
  Clapham
• 2:25
  when
• 2:26
  I
• 2:26
  started,
• 2:27
  before
• 2:27
  it
• 2:27
  became
• 2:28
  the
• 2:28
  big
• 2:29
  luxury
• 2:29
  travel
• 2:29
  house
• 2:30
  it
• 2:30
  is
• 2:30
  now
• 2:30
  in
• 2:30
  Chi.
• 2:31
  And
• 2:32
  I
• 2:32
  worked
• 2:32
  in
• 2:32
  advertising
• 2:33
  and
• 2:33
  then
• 2:34
  I
• 2:34
  kind
• 2:34
  of
• 2:34
  worked
• 2:35
  my
• 2:35
  way
• 2:35
  through
• 2:35
  different
• 2:35
  PR
• 2:36
  agencies
• 2:36
  and
• 2:36
  then
• 2:37
  finally
• 2:37
  settled
• 2:37
  on
• 2:38
  my
• 2:38
  own
• 2:38
  in
• 2:38
  2014.
• 2:40
  Because
• 2:40
  I
• 2:40
  was
• 2:40
  getting
• 2:40
  to
• 2:40
  that
• 2:41
  point
• 2:41
  a
• 2:42
  which
• 2:42
  I
• 2:42
  think
• 2:42
  for
• 2:42
  a
• 2:42
  lot
• 2:43
  of
• 2:43
  people
• 2:43
  who
• 2:43
  become
• 2:43
  self-employed,
• 2:44
  a,
• 2:45
  we
• 2:45
  started
• 2:45
  to
• 2:45
  become
• 2:46
  a
• 2:46
  bit
• 2:46
  disillusioned
• 2:47
  of
• 2:47
  the
• 2:47
  companies
• 2:47
  we're
• 2:47
  working
• 2:48
  in.
• 2:49
  And
• 2:49
  at
• 2:49
  that
• 2:49
  point,
• 2:50
  my
• 2:50
  clients
• 2:51
  were
• 2:51
  alcohol,
• 2:53
  e-cigarettes.
• 2:54
  Poker,
• 2:55
  you
• 2:55
  know,
• 2:55
  all
• 2:56
  the
• 2:56
  good
• 2:56
  things.
• 2:57
  And
• 2:57
  I
• 2:58
  thought,
• 2:58
  I'm
• 2:59
  not
• 2:59
  feeling
• 3:00
  like
• 3:00
  the
• 3:01
  soul
• 3:01
  work
• 3:02
  that
• 3:02
  I
• 3:02
  wanted
• 3:02
  to
• 3:02
  be
• 3:03
  doing.
• 3:03
  And
• 3:03
  at
• 3:03
  that
• 3:03
  time
• 3:04
  I
• 3:04
  was
• 3:04
  meeting
• 3:05
  a
• 3:05
  lot
• 3:05
  of
• 3:05
  cool
• 3:06
  entrepreneurs
• 3:06
  in
• 3:07
  London
• 3:07
  who
• 3:07
  are
• 3:07
  building
• 3:08
  brands
• 3:08
  or
• 3:08
  doing
• 3:08
  pop-up
• 3:09
  events
• 3:10
  who
• 3:10
  couldn't
• 3:10
  afford
• 3:11
  big
• 3:12
  PR
• 3:12
  agency
• 3:12
  budgets.
• 3:14
  So
• 3:14
  I
• 3:14
  thought,
• 3:14
  I'm
• 3:14
  gonna
• 3:14
  start
• 3:14
  up
• 3:15
  a
• 3:15
  boutique
• 3:15
  PR
• 3:16
  agency
• 3:16
  for
• 3:17
  smaller
• 3:18
  outlets.
• 3:20
  And
• 3:20
  that
• 3:20
  kind
• 3:20
  of
• 3:20
  naturally
• 3:21
  led
• 3:21
  to
• 3:21
  me
• 3:22
  studying
• 3:22
  PR
• 3:23
  books
• 3:23
  because
• 3:23
  I
• 3:23
  was
• 3:23
  back
• 3:23
  to
• 3:23
  the
• 3:24
  shop
• 3:24
  floor.
• 3:25
  So
• 3:25
  again,
• 3:26
  like
• 3:26
  many
• 3:26
  people
• 3:26
  who
• 3:27
  are
• 3:27
  self-employed
• 3:28
  now,
• 3:29
  we
• 3:29
  quite
• 3:29
  often
• 3:30
  train
• 3:30
  in
• 3:30
  one
• 3:30
  area
• 3:31
  in
• 3:31
  our
• 3:31
  corporate
• 3:32
  careers
• 3:33
  and
• 3:33
  then
• 3:34
  we
• 3:34
  suddenly
• 3:35
  get
• 3:35
  promoted.
• 3:36
  And
• 3:36
  the
• 3:36
  bit
• 3:36
  that
• 3:36
  we
• 3:36
  love
• 3:37
  doing,
• 3:37
  we
• 3:37
  are
• 3:37
  not
• 3:37
  doing
• 3:37
  anymore.
• 3:38
  So
• 3:39
  I
• 3:39
  went
• 3:39
  back
• 3:39
  to
• 3:39
  reading
• 3:39
  PR
• 3:40
  books
• 3:40
  thinking
• 3:40
  I
• 3:40
  need
• 3:41
  to
• 3:41
  learn
• 3:41
  how
• 3:41
  to
• 3:41
  sort
• 3:41
  of
• 3:42
  actually
• 3:42
  pitch
• 3:42
  to
• 3:43
  a
• 3:43
  journalist
• 3:43
  again.
• 3:44
  And
• 3:44
  most
• 3:44
  of
• 3:44
  the
• 3:45
  books
• 3:45
  were
• 3:45
  either
• 3:45
  written
• 3:46
  by
• 3:46
  men
• 3:47
  or
• 3:47
  they
• 3:48
  were
• 3:48
  written
• 3:48
  by
• 3:48
  journalists.
• 3:50
  Not
• 3:50
  people
• 3:51
  who'd
• 3:51
  worked
• 3:51
  in
• 3:51
  pr.
• 3:52
  And
• 3:52
  for
• 3:52
  me
• 3:53
  there
• 3:53
  was
• 3:53
  a
• 3:53
  whole
• 3:53
  strategy
• 3:54
  piece
• 3:54
  missing
• 3:54
  of
• 3:55
  aligning
• 3:55
  it
• 3:55
  with
• 3:55
  your
• 3:55
  business
• 3:56
  goals
• 3:56
  and
• 3:56
  knowing
• 3:56
  what
• 3:57
  your
• 3:57
  key
• 3:57
  messages
• 3:57
  are.
• 3:58
  And
• 3:58
  this
• 3:58
  whole
• 3:58
  strategic
• 3:59
  piece
• 3:59
  that
• 3:59
  was
• 4:00
  missing
• 4:00
  outside
• 4:01
  of
• 4:01
  this
• 4:01
  is
• 4:01
  how
• 4:01
  you
• 4:01
  write
• 4:01
  an
• 4:02
  email
• 4:02
  to
• 4:02
  a
• 4:02
  journalist.
• 4:04
  So
• 4:04
  I
• 4:04
  wrote
• 4:04
  my
• 4:04
  own
• 4:04
  book
• 4:05
  and
• 4:05
  on
• 4:05
  that
• 4:05
  journey
• 4:06
  I
• 4:06
  started
• 4:07
  to
• 4:07
  discover
• 4:08
  the
• 4:08
  world
• 4:08
  of
• 4:09
  the
• 4:09
  individual
• 4:10
  solo
• 4:11
  preneur,
• 4:11
  self-employed,
• 4:12
  small
• 4:12
  business
• 4:13
  owners,
• 4:13
  freelancers.
• 4:14
  I
• 4:14
  think
• 4:14
  we
• 4:14
  all
• 4:14
  have
• 4:15
  a
• 4:15
  different
• 4:15
  name
• 4:15
  for
• 4:15
  how,
• 4:16
  what
• 4:16
  we
• 4:16
  call
• 4:16
  ourselves
• 4:18
  and.
• 4:19
  Even
• 4:19
  then,
• 4:20
  my
• 4:20
  boutique
• 4:21
  agency
• 4:21
  wasn't
• 4:22
  affordable
• 4:22
  for
• 4:23
  them.
• 4:23
  So
• 4:23
  I
• 4:23
  started
• 4:24
  playing
• 4:25
  with
• 4:25
  this
• 4:25
  sort
• 4:25
  of
• 4:25
  DIY
• 4:26
  arm
• 4:26
  of
• 4:27
  like
• 4:27
  courses,
• 4:27
  workshops,
• 4:29
  never
• 4:29
  really
• 4:29
  kind
• 4:30
  of
• 4:30
  settled
• 4:30
  on
• 4:30
  the
• 4:30
  right
• 4:31
  medium.
• 4:32
  And
• 4:32
  then
• 4:32
  fast
• 4:33
  forward,
• 4:33
  I
• 4:33
  moved
• 4:33
  to
• 4:33
  France
• 4:34
  four
• 4:34
  years
• 4:34
  ago
• 4:35
  and
• 4:35
  I
• 4:36
  had
• 4:36
  a
• 4:36
  third
• 4:37
  maternity
• 4:37
  leave
• 4:37
  and
• 4:38
  had
• 4:38
  stopped
• 4:39
  all
• 4:39
  my
• 4:39
  client
• 4:39
  work
• 4:40
  and
• 4:41
  thought,
• 4:41
  right,
• 4:41
  what
• 4:41
  do
• 4:41
  I
• 4:41
  really
• 4:42
  wanna
• 4:42
  do?
• 4:43
  And
• 4:43
  because
• 4:43
  I
• 4:44
  had
• 4:44
  time
• 4:44
  and
• 4:44
  space
• 4:45
  here
• 4:45
  to
• 4:45
  really
• 4:46
  think,
• 4:46
  okay,
• 4:47
  i'm
• 4:47
  gonna
• 4:48
  gamble
• 4:48
  on
• 4:48
  a
• 4:48
  pivot.
• 4:49
  I
• 4:49
  decided
• 4:50
  I
• 4:50
  was
• 4:50
  gonna
• 4:50
  start
• 4:51
  this
• 4:51
  paid
• 4:52
  newsletter
• 4:53
  business
• 4:53
  model.
• 4:54
  I'm
• 4:54
  lucky,
• 4:54
  I
• 4:55
  do
• 4:55
  have
• 4:55
  other
• 4:55
  income
• 4:56
  streams
• 4:56
  I've
• 4:56
  built
• 4:56
  up
• 4:57
  from
• 4:57
  being
• 4:57
  a
• 4:58
  self-employed
• 4:58
  person
• 4:59
  and
• 4:59
  from
• 4:59
  hyping
• 4:59
  myself.
• 5:00
  So
• 5:00
  I
• 5:00
  had
• 5:00
  that
• 5:00
  as
• 5:00
  the
• 5:00
  backup
• 5:02
  and
• 5:02
  I've
• 5:02
  given
• 5:02
  myself
• 5:03
  three
• 5:03
  years
• 5:04
  to
• 5:04
  try
• 5:04
  and
• 5:05
  replace
• 5:05
  my
• 5:05
  agency
• 5:06
  income
• 5:06
  from
• 5:07
  the
• 5:07
  newsletter.
• 5:07
  So
• 5:08
  each
• 5:08
  year
• 5:08
  it's
• 5:09
  incrementally
• 5:10
  growing
• 5:10
  to
• 5:11
  be
• 5:11
  the
• 5:11
  majority
• 5:12
  part
• 5:12
  of
• 5:12
  my
• 5:13
  income.
• 5:14
  But
• 5:14
  for
• 5:14
  now,
• 5:15
  it's
• 5:15
  still
• 5:15
  a
• 5:15
  work
• 5:16
  in
• 5:16
  progress.
• 5:17
  And
• 5:17
  then
• 5:17
  essentially
• 5:17
  the
• 5:17
  newsletter
• 5:18
  is
• 5:19
  a
• 5:19
  weekly
• 5:19
  prompt
• 5:19
  or
• 5:20
  a
• 5:20
  personal
• 5:20
  essay
• 5:21
  or,
• 5:21
  a
• 5:21
  resource
• 5:22
  to
• 5:22
  help
• 5:23
  you
• 5:23
  hype
• 5:24
  yourself.
• 5:24
  And
• 5:24
  then
• 5:25
  I
• 5:25
  do
• 5:25
  a
• 5:25
  bimonthly
• 5:26
  directory
• 5:26
  of
• 5:27
  newsletters
• 5:28
  and
• 5:28
  podcasts
• 5:29
  and
• 5:29
  other
• 5:29
  people
• 5:29
  who
• 5:29
  are
• 5:30
  looking
• 5:30
  for
• 5:30
  guests.
• 5:31
  Because
• 5:31
  I
• 5:31
  think
• 5:31
  one
• 5:31
  of
• 5:31
  the
• 5:31
  hardest
• 5:32
  things
• 5:32
  is
• 5:32
  actually
• 5:34
  the
• 5:34
  ti
• 5:34
  the
• 5:34
  time
• 5:35
  to
• 5:35
  research
• 5:36
  where
• 5:36
  can
• 5:36
  I
• 5:37
  push
• 5:37
  myself.
• 5:38
  So
• 5:38
  I
• 5:39
  try
• 5:39
  and
• 5:39
  curate,
• 5:39
  or
• 5:39
  I
• 5:39
  also
• 5:40
  curate
• 5:40
  like
• 5:40
  public
• 5:41
  opportunities
• 5:41
  as
• 5:42
  well
• 5:42
  because
• 5:42
  there's
• 5:42
  lots
• 5:42
  out
• 5:43
  there
• 5:43
  and
• 5:44
  just
• 5:44
  like
• 5:44
  nudge
• 5:44
  my
• 5:45
  paid
• 5:45
  readers,
• 5:46
  like
• 5:46
  here's
• 5:46
  how
• 5:46
  you
• 5:47
  do
• 5:47
  it.
• 5:47
  And
• 5:47
  then
• 5:47
  we
• 5:47
  do
• 5:48
  a
• 5:48
  live
• 5:48
  class
• 5:48
  every
• 5:49
  month
• 5:49
  as
• 5:49
  well,
• 5:49
  which
• 5:50
  can
• 5:50
  be
• 5:50
  anything
• 5:50
  from
• 5:51
  me
• 5:52
  talking
• 5:52
  about
• 5:52
  how
• 5:53
  to
• 5:53
  pitch
• 5:53
  to
• 5:53
  a
• 5:53
  journalist,
• 5:54
  to
• 5:54
  how
• 5:55
  to
• 5:55
  get
• 5:55
  paid
• 5:55
  as
• 5:55
  public
• 5:56
  speaker,
• 5:57
  how
• 5:57
  to
• 5:57
  teach
• 5:58
  a
• 5:58
  workshop
• 5:58
  really
• 5:59
  well,
• 5:59
  because
• 5:59
  a
• 5:59
  lot
• 5:59
  of
• 6:00
  us
• 6:00
  has
• 6:00
  an
• 6:00
  amazing
• 6:01
  expertise,
• 6:01
  but
• 6:01
  we
• 6:02
  don't
• 6:02
  actually
• 6:02
  know
• 6:02
  how
• 6:02
  to
• 6:02
  package
• 6:03
  it
• 6:03
  up
• 6:03
  into
• 6:04
  something
• 6:04
  sellable.
• 6:06
  All
• 6:06
  kind
• 6:06
  of
• 6:06
  things
• 6:07
  in
• 6:07
  the
• 6:07
  realm
• 6:08
  of
• 6:08
  hyping
• 6:08
  yourself,
• 6:09
  which
• 6:09
  for
• 6:09
  me
• 6:09
  is
• 6:10
  everything
• 6:10
  you
• 6:10
  do
• 6:10
  in
• 6:10
  the
• 6:11
  public
• 6:11
  eye,
• 6:11
  it's
• 6:11
  not
• 6:12
  just
• 6:13
  getting
• 6:13
  in
• 6:13
  a
• 6:13
  newspaper
• 6:14
  or
• 6:14
  writing
• 6:15
  a
• 6:15
  press
• 6:15
  release.
• 6:16
  So
• 6:16
  yeah,
• 6:16
  that
• 6:16
  kind
• 6:17
  of
• 6:17
  leads
• 6:17
  us
• 6:17
  up
• 6:17
  to
• 6:17
  date.
• 6:18
  Yeah,
• 6:19
  totally.
• 6:19
  And
• 6:20
  I
• 6:20
  think
• 6:20
  the
• 6:21
  approach
• 6:21
  you
• 6:21
  take
• 6:21
  with
• 6:21
  your
• 6:22
  newsletter
• 6:22
  is
• 6:22
  something
• 6:23
  that
• 6:23
  attracted
• 6:24
  me
• 6:24
  to
• 6:25
  contact
• 6:25
  you
• 6:26
  because
• 6:27
  you
• 6:28
  actually
• 6:28
  said,
• 6:29
  my
• 6:29
  plan
• 6:30
  for
• 6:30
  this
• 6:30
  year
• 6:31
  is
• 6:31
  to
• 6:31
  speak
• 6:31
  on
• 6:31
  podcasts.
• 6:32
  So
• 6:32
  I
• 6:32
  think
• 6:33
  you
• 6:33
  also
• 6:34
  mentioned
• 6:34
  another
• 6:35
  podcast
• 6:35
  interview
• 6:36
  I
• 6:36
  listened
• 6:36
  to
• 6:37
  that
• 6:37
  you
• 6:37
  think
• 6:37
  we
• 6:38
  should
• 6:38
  put
• 6:38
  it
• 6:38
  out
• 6:38
  there
• 6:39
  in
• 6:39
  the
• 6:39
  world
• 6:39
  and
• 6:40
  then
• 6:40
  we
• 6:40
  start
• 6:41
  to
• 6:41
  attract
• 6:41
  those
• 6:41
  opportunities.
• 6:42
  'cause
• 6:42
  we
• 6:42
  are
• 6:42
  super
• 6:43
  clear
• 6:43
  on
• 6:43
  what
• 6:43
  we
• 6:43
  want
• 6:44
  and
• 6:44
  even
• 6:45
  you
• 6:45
  outlining
• 6:45
  there
• 6:46
  that
• 6:46
  you
• 6:46
  want
• 6:47
  to
• 6:47
  grow
• 6:47
  your
• 6:47
  business
• 6:48
  and
• 6:48
  this
• 6:48
  is
• 6:48
  your
• 6:48
  goal
• 6:49
  for
• 6:49
  the
• 6:49
  next
• 6:49
  three
• 6:49
  years
• 6:50
  to,
• 6:51
  you
• 6:51
  know,
• 6:51
  have
• 6:51
  that
• 6:51
  newsletter
• 6:52
  as
• 6:52
  the
• 6:52
  part
• 6:52
  of
• 6:52
  it
• 6:53
  is
• 6:53
  you
• 6:53
  just
• 6:54
  claiming
• 6:54
  exactly
• 6:55
  what
• 6:55
  you
• 6:55
  want
• 6:56
  and
• 6:56
  hopefully
• 6:57
  therefore
• 6:57
  attracting
• 6:57
  it
• 6:58
  your
• 6:58
  way.
• 6:59
  Yeah,
• 6:59
  that's
• 6:59
  the
• 7:00
  goal.
• 7:00
  That's
• 7:00
  the
• 7:01
  goal.
• 7:01
  Watch
• 7:01
  this
• 7:01
  space,
• 7:02
  Joanna.
• 7:02
  Watch
• 7:02
  the
• 7:02
  space.
• 7:03
  Hopefully
• 7:04
  that
• 7:04
  is
• 7:04
  the
• 7:04
  goal.
• 7:05
  Love
• 7:06
  it.
• 7:06
  So
• 7:06
  many
• 7:07
  of
• 7:07
  my
• 7:07
  people
• 7:08
  are
• 7:08
  starting
• 7:09
  out
• 7:09
  maybe,
• 7:09
  or
• 7:10
  even,
• 7:10
  years
• 7:10
  into
• 7:11
  business
• 7:11
  like
• 7:12
  I
• 7:12
  am,
• 7:12
  but
• 7:13
  still
• 7:13
  not
• 7:13
  really
• 7:14
  focused
• 7:14
  on
• 7:15
  PR.
• 7:15
  It's
• 7:15
  not
• 7:15
  something
• 7:16
  I
• 7:16
  have
• 7:16
  personally
• 7:17
  prioritized
• 7:17
  yet,
• 7:18
  as
• 7:18
  many
• 7:18
  of
• 7:18
  my
• 7:18
  listeners
• 7:19
  may
• 7:19
  have.
• 7:19
  Not
• 7:19
  either.
• 7:20
  What
• 7:21
  would
• 7:21
  you
• 7:21
  say
• 7:22
  to
• 7:22
  someone
• 7:22
  who's
• 7:23
  just
• 7:23
  starting
• 7:24
  to
• 7:24
  dip
• 7:24
  their
• 7:24
  toe
• 7:24
  in
• 7:25
  thinking?
• 7:26
  Should
• 7:26
  I
• 7:26
  do
• 7:27
  this?
• 7:27
  But
• 7:27
  is
• 7:27
  anyone
• 7:27
  really
• 7:28
  gonna
• 7:28
  be
• 7:28
  interested
• 7:28
  in
• 7:29
  what
• 7:29
  I've
• 7:29
  got
• 7:29
  to
• 7:29
  say?
• 7:31
  Yeah,
• 7:31
  sure.
• 7:32
  I
• 7:32
  think
• 7:32
  the,
• 7:33
  for
• 7:33
  me
• 7:33
  it's
• 7:33
  the
• 7:34
  really
• 7:34
  unsexy
• 7:35
  basics,
• 7:36
  like
• 7:36
  I
• 7:36
  would
• 7:36
  say,
• 7:37
  have
• 7:37
  a
• 7:37
  media
• 7:37
  toolkit,
• 7:38
  which
• 7:38
  can
• 7:38
  sound
• 7:39
  a
• 7:39
  bit
• 7:39
  dramatic,
• 7:41
  but
• 7:42
  let's
• 7:42
  just
• 7:42
  say
• 7:42
  you
• 7:42
  do
• 7:43
  land
• 7:43
  a
• 7:43
  massive
• 7:44
  podcast
• 7:44
  or
• 7:44
  a
• 7:44
  speaking
• 7:45
  gig
• 7:45
  or
• 7:45
  a
• 7:45
  press
• 7:45
  opportunity.
• 7:46
  These
• 7:46
  are
• 7:46
  things
• 7:47
  that
• 7:47
  you
• 7:47
  are
• 7:47
  gonna
• 7:47
  be
• 7:48
  asked
• 7:48
  for.
• 7:49
  So
• 7:49
  I'd
• 7:49
  have
• 7:49
  an
• 7:49
  updated
• 7:50
  bio
• 7:51
  of
• 7:51
  about
• 7:51
  150
• 7:52
  words.
• 7:53
  So
• 7:53
  if
• 7:53
  you
• 7:53
  haven't
• 7:54
  looked
• 7:54
  at
• 7:54
  your
• 7:54
  biography
• 7:55
  anytime
• 7:56
  recently,
• 7:56
  get
• 7:57
  that
• 7:57
  up
• 7:57
  to
• 7:58
  speed,
• 7:59
  and
• 7:59
  get
• 7:59
  some
• 7:59
  headshot,
• 8:00
  whether
• 8:00
  that
• 8:00
  is
• 8:01
  just
• 8:01
  you
• 8:01
  on
• 8:01
  your
• 8:02
  iPhone.
• 8:03
  Taking
• 8:04
  portrait
• 8:04
  and
• 8:04
  landscape
• 8:04
  shots,
• 8:05
  I
• 8:05
  always
• 8:05
  say
• 8:06
  take
• 8:06
  a
• 8:06
  landscape
• 8:07
  shot,
• 8:07
  not
• 8:08
  of
• 8:08
  a
• 8:08
  landscape
• 8:09
  of
• 8:09
  you
• 8:09
  in
• 8:09
  the
• 8:09
  landscape
• 8:10
  mode.
• 8:11
  Because
• 8:12
  if
• 8:12
  you
• 8:12
  are
• 8:12
  pitching
• 8:12
  to
• 8:13
  be
• 8:13
  on
• 8:13
  an
• 8:14
  online
• 8:14
  newsletter
• 8:15
  or
• 8:15
  an
• 8:15
  online
• 8:15
  article
• 8:16
  or
• 8:16
  press
• 8:16
  article,
• 8:17
  even
• 8:17
  if
• 8:17
  it
• 8:18
  appears
• 8:18
  in
• 8:18
  print,
• 8:19
  you
• 8:19
  quite
• 8:19
  often
• 8:19
  end
• 8:19
  up
• 8:20
  dominating
• 8:20
  that
• 8:20
  article
• 8:21
  and
• 8:21
  being
• 8:21
  the
• 8:21
  thumbnail.
• 8:22
  So
• 8:22
  it's
• 8:22
  a
• 8:22
  really
• 8:22
  easy
• 8:23
  hack.
• 8:23
  Get
• 8:24
  some
• 8:24
  more
• 8:25
  bang
• 8:25
  for
• 8:25
  your
• 8:26
  buck.
• 8:27
  And
• 8:27
  your
• 8:27
  one
• 8:28
  liner,
• 8:28
  which
• 8:29
  I
• 8:29
  think
• 8:29
  a
• 8:29
  lot
• 8:29
  of
• 8:29
  people
• 8:30
  try
• 8:30
  and
• 8:30
  make
• 8:31
  work
• 8:31
  really
• 8:31
  hard
• 8:32
  for
• 8:32
  them.
• 8:32
  I
• 8:32
  see
• 8:32
  this
• 8:32
  actually
• 8:33
  quite
• 8:33
  a
• 8:33
  lot
• 8:33
  in
• 8:33
  the
• 8:33
  coaching
• 8:34
  space
• 8:35
  specifically
• 8:35
  because
• 8:36
  maybe
• 8:37
  they're
• 8:37
  trying
• 8:37
  to
• 8:38
  coach
• 8:38
  two
• 8:38
  or
• 8:39
  three
• 8:39
  different
• 8:39
  types
• 8:40
  of
• 8:40
  audiences
• 8:40
  and
• 8:40
  they're
• 8:40
  trying
• 8:41
  to
• 8:41
  fit
• 8:41
  that
• 8:41
  all
• 8:41
  in
• 8:42
  in
• 8:42
  one
• 8:42
  sentence.
• 8:43
  Or
• 8:45
  it's,
• 8:45
  you
• 8:45
  know,
• 8:45
  they
• 8:46
  do
• 8:46
  coaching,
• 8:46
  but
• 8:46
  they're
• 8:46
  also
• 8:47
  an
• 8:47
  author
• 8:47
  and
• 8:47
  they're
• 8:48
  also
• 8:48
  a
• 8:48
  speaker,
• 8:48
  and
• 8:49
  they're
• 8:49
  also
• 8:49
  a
• 8:49
  retreat
• 8:50
  host
• 8:50
  and
• 8:50
  they're
• 8:50
  also
• 8:51
  I
• 8:51
  don't
• 8:51
  know,
• 8:52
  a
• 8:52
  brand
• 8:53
  ambassador
• 8:53
  for
• 8:53
  somebody
• 8:54
  or
• 8:54
  something,
• 8:54
  and
• 8:55
  trying
• 8:55
  to
• 8:55
  get
• 8:55
  that
• 8:55
  all
• 8:56
  up
• 8:56
  front
• 8:57
  whilst
• 8:57
  to
• 8:57
  you
• 8:58
  can
• 8:58
  feel
• 8:58
  incredibly
• 8:59
  important,
• 8:59
  to
• 8:59
  the
• 8:59
  person
• 9:00
  on
• 9:00
  the
• 9:00
  other
• 9:00
  side
• 9:01
  it
• 9:01
  can
• 9:01
  be
• 9:02
  difficult
• 9:02
  to
• 9:03
  read.
• 9:03
  And
• 9:03
  another
• 9:04
  reason
• 9:04
  why
• 9:05
  I
• 9:05
  think
• 9:05
  having
• 9:05
  a
• 9:05
  simplified
• 9:06
  one-liner
• 9:08
  of
• 9:08
  what
• 9:08
  you
• 9:08
  do
• 9:08
  is
• 9:08
  important
• 9:09
  is
• 9:09
  because
• 9:10
  a
• 9:10
  journalist
• 9:11
  or
• 9:11
  a
• 9:11
  researcher
• 9:12
  for
• 9:12
  a
• 9:13
  corporate
• 9:13
  company
• 9:13
  who's
• 9:13
  looking
• 9:14
  to
• 9:14
  book
• 9:15
  some
• 9:15
  talent,
• 9:15
  do
• 9:15
  a
• 9:16
  corporate
• 9:16
  gig
• 9:16
  or
• 9:17
  an
• 9:17
  individual
• 9:18
  who's
• 9:18
  looking
• 9:18
  for
• 9:18
  a
• 9:18
  specialist
• 9:19
  in
• 9:19
  that
• 9:19
  area
• 9:20
  is
• 9:20
  gonna
• 9:20
  be
• 9:20
  doing
• 9:20
  a
• 9:20
  Google
• 9:21
  search.
• 9:22
  And
• 9:22
  when
• 9:22
  we
• 9:22
  have
• 9:22
  multiple
• 9:23
  job
• 9:23
  titles
• 9:24
  across
• 9:25
  our
• 9:25
  different.
• 9:26
  Social
• 9:27
  media
• 9:27
  channels,
• 9:27
  like
• 9:27
  maybe
• 9:28
  you've
• 9:28
  got
• 9:28
  a
• 9:28
  LinkedIn
• 9:28
  and
• 9:29
  an
• 9:29
  Instagram
• 9:29
  and
• 9:30
  a
• 9:30
  website.
• 9:31
  It's
• 9:31
  harder
• 9:31
  for
• 9:31
  Google
• 9:32
  to
• 9:32
  find
• 9:32
  you
• 9:32
  if
• 9:33
  you've
• 9:33
  got
• 9:33
  different
• 9:34
  bios
• 9:34
  all
• 9:35
  over
• 9:35
  the
• 9:35
  place.
• 9:36
  So
• 9:36
  you
• 9:36
  wanna
• 9:36
  have
• 9:36
  it
• 9:37
  simplified
• 9:37
  and
• 9:38
  matching.
• 9:39
  And
• 9:39
  it's
• 9:39
  also
• 9:39
  the
• 9:39
  same
• 9:39
  for
• 9:40
  chat
• 9:40
  GPT
• 9:40
  now.
• 9:40
  So
• 9:41
  increasingly
• 9:42
  I'm
• 9:42
  having
• 9:43
  my
• 9:43
  audience,
• 9:44
  my
• 9:44
  paid
• 9:44
  readers
• 9:44
  telling
• 9:45
  me.
• 9:46
  They're
• 9:46
  getting
• 9:46
  clients,
• 9:47
  booking
• 9:47
  them
• 9:48
  through
• 9:48
  searching
• 9:48
  for
• 9:49
  that
• 9:49
  sort
• 9:49
  of
• 9:50
  service
• 9:50
  on
• 9:50
  chat,
• 9:51
  GPT
• 9:52
  and
• 9:52
  chat.
• 9:52
  GPT
• 9:53
  is
• 9:53
  looking
• 9:54
  for
• 9:54
  the
• 9:54
  same
• 9:55
  patterns.
• 9:56
  You
• 9:56
  know,
• 9:56
  as
• 9:56
  Google.
• 9:56
  It
• 9:56
  wants
• 9:57
  you
• 9:57
  to
• 9:57
  have
• 9:57
  the
• 9:57
  same
• 9:59
  paragraph
• 9:59
  about
• 10:00
  yourself
• 10:00
  or
• 10:00
  the
• 10:00
  one
• 10:01
  liner
• 10:02
  across
• 10:02
  everywhere.
• 10:02
  So
• 10:03
  getting
• 10:03
  those
• 10:03
  nuts
• 10:04
  and
• 10:04
  bolts,
• 10:04
  they,
• 10:04
  it
• 10:05
  seems
• 10:05
  like,
• 10:05
  well,
• 10:05
  I'm
• 10:05
  not
• 10:06
  really
• 10:06
  doing
• 10:06
  anything.
• 10:06
  I'm
• 10:06
  not
• 10:06
  speaking
• 10:07
  to
• 10:07
  anybody,
• 10:08
  but
• 10:08
  it's
• 10:08
  actually,
• 10:08
  really
• 10:09
  getting,
• 10:09
  so
• 10:10
  the,
• 10:10
  the
• 10:10
  foundations
• 10:11
  of
• 10:11
  your
• 10:11
  PR
• 10:12
  house,
• 10:12
  if
• 10:12
  you
• 10:12
  were
• 10:12
  like,
• 10:12
  you
• 10:13
  need
• 10:13
  it
• 10:13
  there
• 10:13
  to
• 10:13
  be
• 10:14
  able
• 10:14
  to,
• 10:14
  to
• 10:14
  do
• 10:15
  the
• 10:15
  next
• 10:15
  stages
• 10:16
  of
• 10:16
  your
• 10:16
  PR
• 10:16
  building.
• 10:17
  So
• 10:18
  I
• 10:18
  would
• 10:18
  start
• 10:18
  with
• 10:18
  that.
• 10:19
  Yeah,
• 10:20
  totally.
• 10:20
  And
• 10:21
  another
• 10:21
  thing
• 10:21
  I
• 10:21
  heard
• 10:21
  you
• 10:22
  say
• 10:22
  once
• 10:23
  is
• 10:24
  that
• 10:25
  it's
• 10:25
  a
• 10:25
  long-term
• 10:26
  game.
• 10:27
  So
• 10:27
  in
• 10:27
  other
• 10:27
  words,
• 10:28
  like
• 10:28
  put
• 10:28
  your
• 10:29
  effort
• 10:29
  into
• 10:29
  building
• 10:30
  relationships
• 10:30
  versus
• 10:32
  just,
• 10:32
  being
• 10:32
  selfish
• 10:33
  and
• 10:33
  just
• 10:33
  going,
• 10:33
  I
• 10:33
  wanna
• 10:34
  put
• 10:34
  be
• 10:34
  in
• 10:34
  this.
• 10:35
  Like,
• 10:35
  how
• 10:35
  can
• 10:35
  we
• 10:36
  put
• 10:36
  the
• 10:36
  other
• 10:36
  person
• 10:37
  first?
• 10:37
  Tell
• 10:38
  us
• 10:38
  more
• 10:38
  about
• 10:39
  how
• 10:39
  we
• 10:40
  can
• 10:40
  build
• 10:41
  those
• 10:41
  relationships
• 10:42
  with
• 10:42
  people.
• 10:43
  So
• 10:44
  I'll
• 10:44
  give
• 10:44
  you
• 10:44
  a
• 10:44
  case
• 10:45
  study
• 10:45
  for
• 10:45
  myself.
• 10:46
  So
• 10:46
  I
• 10:46
  really
• 10:47
  wanted
• 10:47
  to
• 10:47
  be
• 10:47
  on
• 10:47
  this
• 10:48
  creative,
• 10:48
  podcast
• 10:49
  called
• 10:49
  The
• 10:49
  Future.
• 10:50
  It
• 10:51
  has
• 10:51
  millions
• 10:51
  of
• 10:51
  followers.
• 10:52
  And
• 10:52
  to
• 10:52
  be
• 10:52
  honest,
• 10:52
  I
• 10:52
  kind
• 10:53
  of
• 10:53
  thought,
• 10:53
  I
• 10:53
  don't
• 10:53
  know
• 10:53
  if
• 10:54
  I
• 10:54
  can
• 10:54
  ever
• 10:55
  get
• 10:55
  on
• 10:55
  something
• 10:55
  like
• 10:56
  that,
• 10:56
  but
• 10:56
  I
• 10:56
  do
• 10:57
  like
• 10:57
  to
• 10:57
  set
• 10:57
  an
• 10:57
  outrageous
• 10:58
  goal
• 10:59
  for
• 10:59
  myself.
• 11:00
  And
• 11:00
  they
• 11:00
  had
• 11:00
  an
• 11:00
  Instagram
• 11:01
  channel
• 11:01
  where
• 11:01
  at
• 11:01
  that
• 11:02
  time
• 11:02
  they
• 11:02
  were
• 11:02
  inviting
• 11:03
  collaborators
• 11:04
  to
• 11:04
  give
• 11:05
  a
• 11:05
  piece
• 11:05
  of
• 11:05
  advice
• 11:06
  that
• 11:06
  was
• 11:06
  running
• 11:06
  as
• 11:06
  a
• 11:06
  carousel
• 11:07
  post.
• 11:08
  So
• 11:08
  I
• 11:08
  turned
• 11:09
  notifications
• 11:10
  on
• 11:10
  for
• 11:10
  that
• 11:10
  Instagram
• 11:11
  account
• 11:11
  for
• 11:11
  about
• 11:12
  six
• 11:12
  months.
• 11:13
  And
• 11:13
  then
• 11:13
  I
• 11:14
  was
• 11:14
  being
• 11:15
  flown
• 11:15
  to
• 11:15
  LA
• 11:16
  for
• 11:16
  an
• 11:16
  event.
• 11:17
  And
• 11:17
  I
• 11:18
  knew
• 11:18
  that
• 11:18
  the
• 11:18
  founder
• 11:19
  was
• 11:19
  gonna
• 11:19
  be
• 11:19
  there,
• 11:20
  so
• 11:20
  I
• 11:20
  took
• 11:20
  a
• 11:20
  copy
• 11:21
  of
• 11:21
  my
• 11:21
  book,
• 11:22
  I
• 11:22
  bought
• 11:22
  a
• 11:22
  copy
• 11:23
  of
• 11:23
  his
• 11:23
  book,
• 11:23
  asked
• 11:24
  him
• 11:24
  to
• 11:24
  sign
• 11:25
  it
• 11:25
  and
• 11:25
  do
• 11:25
  a
• 11:25
  photo
• 11:25
  with
• 11:26
  me,
• 11:26
  and
• 11:26
  then
• 11:26
  gave
• 11:27
  a
• 11:27
  copy
• 11:27
  of
• 11:27
  my
• 11:27
  book
• 11:28
  and
• 11:28
  didn't
• 11:28
  say
• 11:29
  anything
• 11:29
  else,
• 11:29
  didn't
• 11:30
  pitch,
• 11:30
  just
• 11:31
  left
• 11:31
  it
• 11:31
  as
• 11:32
  a
• 11:32
  relationship,
• 11:33
  warmer.
• 11:35
  And
• 11:35
  then
• 11:35
  he
• 11:36
  just
• 11:36
  thanked
• 11:36
  me
• 11:37
  'cause
• 11:37
  I
• 11:37
  gave
• 11:37
  him
• 11:37
  a
• 11:37
  gift.
• 11:38
  You
• 11:38
  know,
• 11:38
  everybody
• 11:38
  else
• 11:39
  is
• 11:39
  there
• 11:39
  going,
• 11:40
  oh,
• 11:40
  I
• 11:40
  wondered
• 11:40
  if,
• 11:41
  whereas
• 11:41
  I
• 11:41
  just
• 11:42
  was
• 11:42
  like,
• 11:42
  here's
• 11:42
  a
• 11:42
  gift,
• 11:43
  and
• 11:43
  just
• 11:43
  left
• 11:43
  it.
• 11:44
  And
• 11:45
  then
• 11:45
  he
• 11:45
  invited
• 11:45
  me
• 11:46
  onto
• 11:46
  the
• 11:46
  podcast
• 11:47
  and
• 11:47
  I
• 11:47
  ended
• 11:47
  up
• 11:48
  teaching
• 11:48
  for
• 11:48
  his
• 11:49
  academy,
• 11:50
  which
• 11:50
  was
• 11:50
  kind
• 11:51
  of
• 11:51
  really
• 11:51
  where
• 11:51
  I
• 11:51
  wanted
• 11:52
  it
• 11:52
  to
• 11:52
  end
• 11:52
  up
• 11:53
  anyway.
• 11:53
  I
• 11:53
  didn't
• 11:53
  want
• 11:54
  to
• 11:54
  do
• 11:54
  the
• 11:54
  podcast
• 11:54
  to
• 11:54
  get
• 11:55
  clients.
• 11:56
  So
• 11:56
  that
• 11:56
  was
• 11:56
  probably
• 11:57
  a
• 11:57
  year
• 11:58
  in
• 11:58
  the
• 11:58
  making
• 11:59
  of
• 12:00
  sort
• 12:00
  of
• 12:00
  stalking
• 12:01
  and
• 12:01
  commenting.
• 12:02
  But
• 12:03
  there'll
• 12:03
  be
• 12:03
  other
• 12:03
  things,
• 12:04
  like
• 12:05
  I
• 12:05
  will
• 12:06
  research
• 12:07
  topics
• 12:08
  that
• 12:08
  I
• 12:08
  think
• 12:08
  could
• 12:08
  work
• 12:09
  for
• 12:09
  me,
• 12:09
  or
• 12:09
  I
• 12:09
  read
• 12:09
  the
• 12:09
  news
• 12:10
  a
• 12:10
  lot.
• 12:10
  I
• 12:10
  think
• 12:10
  this
• 12:11
  is
• 12:11
  really
• 12:11
  underrated.
• 12:11
  There's
• 12:12
  lots
• 12:12
  of,
• 12:12
  don't
• 12:12
  read
• 12:12
  the
• 12:13
  news,
• 12:13
  don't
• 12:13
  consume,
• 12:14
  you
• 12:14
  know,
• 12:14
  just
• 12:14
  create.
• 12:16
  So
• 12:16
  I
• 12:16
  have
• 12:16
  Apple
• 12:16
  News
• 12:17
  as
• 12:17
  a
• 12:17
  subscription
• 12:18
  on
• 12:18
  my
• 12:18
  phone
• 12:19
  and
• 12:19
  it
• 12:19
  knows
• 12:20
  what
• 12:20
  I
• 12:20
  like
• 12:20
  now.
• 12:20
  So
• 12:21
  I'm,
• 12:21
  you
• 12:21
  know,
• 12:21
  I'm
• 12:21
  interested
• 12:22
  in
• 12:22
  first
• 12:22
  person
• 12:23
  stories
• 12:23
  and
• 12:23
  personal
• 12:24
  essays
• 12:24
  and
• 12:24
  opinion
• 12:25
  articles.
• 12:26
  So
• 12:26
  I
• 12:26
  noticed
• 12:27
  the
• 12:27
  other
• 12:27
  week
• 12:29
  there
• 12:29
  was
• 12:29
  a
• 12:29
  series
• 12:30
  about
• 12:30
  people
• 12:31
  who've
• 12:31
  moved
• 12:31
  abroad
• 12:32
  and
• 12:32
  so
• 12:32
  I
• 12:32
  then
• 12:33
  pitched
• 12:34
  to
• 12:34
  that
• 12:34
  because
• 12:35
  I
• 12:35
  knew,
• 12:36
  well,
• 12:36
  I've
• 12:36
  got
• 12:36
  a
• 12:36
  story
• 12:37
  angle
• 12:38
  here.
• 12:38
  So
• 12:38
  actually
• 12:39
  that
• 12:39
  was
• 12:39
  a
• 12:39
  cold
• 12:39
  contact.
• 12:40
  It
• 12:40
  was
• 12:40
  a
• 12:41
  generic
• 12:41
  email
• 12:41
  address.
• 12:42
  It
• 12:42
  was
• 12:42
  something
• 12:42
  like
• 12:42
  Money
• 12:43
  at
• 12:43
  Telegraph.
• 12:43
  You
• 12:43
  know,
• 12:44
  it
• 12:44
  wasn't,
• 12:44
  it
• 12:44
  wasn't
• 12:45
  an
• 12:45
  actual
• 12:45
  person.
• 12:46
  And
• 12:47
  I
• 12:47
  just
• 12:47
  am
• 12:47
  really
• 12:48
  specific
• 12:49
  in
• 12:49
  the
• 12:49
  subject
• 12:49
  line,
• 12:50
  like
• 12:50
  pitch
• 12:50
  for
• 12:51
  families
• 12:52
  who've
• 12:52
  moved
• 12:53
  abroad.
• 12:54
  And
• 12:54
  then
• 12:54
  I
• 12:54
  just
• 12:54
  write
• 12:54
  a
• 12:55
  couple
• 12:55
  of
• 12:55
  bullet
• 12:55
  points,
• 12:56
  not,
• 12:56
  I
• 12:56
  think
• 12:57
  a
• 12:57
  lot
• 12:57
  of
• 12:57
  people
• 12:57
  get
• 12:57
  really
• 12:58
  into
• 12:58
  this,
• 12:58
  oh,
• 12:58
  I'm
• 12:59
  asking
• 13:00
  something
• 13:00
  from
• 13:00
  somebody.
• 13:01
  I
• 13:01
  need
• 13:01
  to
• 13:01
  be
• 13:01
  like,
• 13:02
  Hey,
• 13:02
  how
• 13:02
  are
• 13:02
  you?
• 13:02
  I
• 13:02
  loved
• 13:03
  your
• 13:03
  article.
• 13:03
  And
• 13:04
  no,
• 13:04
  I,
• 13:04
  with
• 13:04
  journalists,
• 13:05
  the
• 13:05
  inboxes
• 13:05
  are
• 13:06
  so
• 13:06
  busy.
• 13:07
  Just
• 13:07
  get
• 13:07
  straight
• 13:07
  to
• 13:08
  like,
• 13:08
  what
• 13:08
  is
• 13:08
  the
• 13:08
  story?
• 13:09
  And
• 13:09
  I
• 13:09
  would
• 13:09
  say
• 13:10
  this
• 13:10
  applies
• 13:10
  to
• 13:11
  being
• 13:11
  on
• 13:11
  a
• 13:12
  podcast
• 13:12
  or
• 13:12
  collaborating
• 13:13
  with
• 13:13
  brands
• 13:13
  as
• 13:14
  well.
• 13:14
  Like
• 13:14
  what?
• 13:15
  What
• 13:15
  is
• 13:15
  in
• 13:15
  it
• 13:15
  for
• 13:16
  them?
• 13:17
  And
• 13:18
  then
• 13:18
  I
• 13:18
  got
• 13:18
  the
• 13:19
  interview.
• 13:19
  I
• 13:20
  thought
• 13:20
  it
• 13:20
  was
• 13:20
  a
• 13:20
  really
• 13:20
  nice
• 13:21
  example
• 13:21
  actually,
• 13:21
  that
• 13:22
  people
• 13:22
  sometimes
• 13:23
  think,
• 13:23
  well,
• 13:23
  it's
• 13:24
  easy
• 13:24
  for
• 13:24
  you
• 13:24
  to
• 13:24
  get
• 13:24
  press
• 13:24
  Lucy
• 13:25
  because
• 13:25
  you've
• 13:26
  been
• 13:26
  doing
• 13:26
  PR
• 13:26
  for
• 13:27
  like
• 13:27
  20
• 13:27
  years.
• 13:27
  But
• 13:28
  actually
• 13:28
  most
• 13:28
  of
• 13:28
  my
• 13:28
  press
• 13:29
  doesn't
• 13:29
  come
• 13:29
  from
• 13:30
  people
• 13:31
  I
• 13:31
  know.
• 13:32
  It
• 13:32
  just
• 13:32
  comes
• 13:33
  from
• 13:33
  the
• 13:34
  right
• 13:34
  story
• 13:35
  over
• 13:36
  the
• 13:36
  right
• 13:36
  contact.
• 13:38
  So
• 13:38
  for
• 13:38
  me,
• 13:39
  even
• 13:39
  if
• 13:39
  I
• 13:39
  don't
• 13:39
  have
• 13:40
  that
• 13:40
  relationship
• 13:41
  with
• 13:41
  that
• 13:41
  person,
• 13:42
  either
• 13:42
  I'm
• 13:42
  gonna
• 13:42
  try
• 13:43
  and
• 13:43
  cultivate
• 13:43
  it,
• 13:44
  or
• 13:45
  I'm
• 13:45
  just
• 13:45
  writing
• 13:45
  the
• 13:45
  pitch
• 13:46
  really
• 13:47
  succinctly
• 13:47
  about
• 13:47
  this
• 13:48
  is
• 13:48
  what
• 13:48
  the
• 13:48
  benefit
• 13:49
  is
• 13:49
  to
• 13:49
  your
• 13:50
  reader.
• 13:50
  This
• 13:50
  is
• 13:50
  what
• 13:50
  my
• 13:50
  credentials
• 13:51
  are,
• 13:51
  this
• 13:51
  is
• 13:51
  what
• 13:52
  the
• 13:52
  story
• 13:52
  is,
• 13:53
  because
• 13:54
  I
• 13:54
  think
• 13:54
  sometimes.
• 13:56
  Particularly
• 13:56
  the
• 13:57
  Brits.
• 13:58
  We
• 13:58
  either
• 13:58
  go
• 13:59
  a
• 13:59
  bit
• 13:59
  Hugh
• 13:59
  Grant
• 14:00
  for
• 14:00
  weddings
• 14:01
  in
• 14:01
  a
• 14:01
  funeral,
• 14:01
  bumbly
• 14:02
  like,
• 14:02
  sorry
• 14:02
  to
• 14:02
  bother
• 14:03
  you
• 14:04
  like,
• 14:04
  and
• 14:05
  we
• 14:05
  kind
• 14:05
  of
• 14:05
  waffle
• 14:05
  around
• 14:06
  all
• 14:06
  these,
• 14:06
  all
• 14:06
  the
• 14:06
  sort
• 14:07
  of
• 14:07
  things
• 14:07
  that
• 14:07
  I
• 14:07
  could
• 14:07
  maybe
• 14:07
  talk
• 14:08
  about
• 14:08
  or
• 14:08
  do.
• 14:09
  We
• 14:09
  don't
• 14:10
  really
• 14:10
  get
• 14:10
  to
• 14:10
  the
• 14:10
  point.
• 14:11
  And
• 14:11
  I
• 14:11
  do
• 14:11
  think
• 14:12
  Americans
• 14:12
  in
• 14:12
  particular
• 14:13
  are
• 14:13
  great.
• 14:13
  You
• 14:13
  know,
• 14:13
  they,
• 14:14
  they
• 14:14
  call
• 14:14
  it
• 14:15
  the
• 14:15
  elevator
• 14:15
  pitch
• 14:16
  and
• 14:16
  they
• 14:16
  know,
• 14:16
  you
• 14:16
  know
• 14:16
  that
• 14:17
  right
• 14:17
  out
• 14:17
  there
• 14:17
  straight
• 14:18
  away.
• 14:18
  I
• 14:18
  mean,
• 14:18
  we
• 14:18
  don't
• 14:18
  even
• 14:19
  call
• 14:19
  it
• 14:19
  an
• 14:19
  elevator,
• 14:20
  you
• 14:20
  know?
• 14:20
  We're
• 14:20
  like,
• 14:20
  it's
• 14:20
  a
• 14:20
  lift.
• 14:21
  It's
• 14:22
  just
• 14:22
  bringing
• 14:22
  us
• 14:22
  up
• 14:23
  to
• 14:23
  me.
• 14:23
  So
• 14:23
  I
• 14:24
  think
• 14:24
  getting
• 14:24
  straight
• 14:24
  to
• 14:24
  the
• 14:25
  point
• 14:25
  of
• 14:26
  this
• 14:26
  is
• 14:26
  what
• 14:26
  my
• 14:27
  story
• 14:27
  is,
• 14:27
  this
• 14:28
  is
• 14:28
  what
• 14:28
  the
• 14:28
  angle
• 14:28
  could
• 14:29
  be.
• 14:30
  And
• 14:30
  actually
• 14:31
  that's
• 14:31
  the
• 14:31
  bit
• 14:31
  that
• 14:32
  takes
• 14:32
  the
• 14:32
  largest
• 14:33
  amount
• 14:33
  of
• 14:33
  work,
• 14:34
  which
• 14:35
  I
• 14:35
  think
• 14:35
  people
• 14:35
  underestimate.
• 14:36
  They
• 14:36
  just
• 14:37
  sort
• 14:37
  of
• 14:37
  think,
• 14:37
  oh.
• 14:38
  I
• 14:38
  don't
• 14:39
  know
• 14:39
  the
• 14:39
  person
• 14:39
  or
• 14:40
  I
• 14:40
  need
• 14:40
  to
• 14:40
  research
• 14:40
  the
• 14:41
  right
• 14:41
  person.
• 14:42
  It's
• 14:42
  actually,
• 14:42
  once
• 14:42
  you
• 14:42
  know
• 14:43
  who
• 14:43
  the
• 14:43
  right
• 14:43
  person
• 14:44
  is
• 14:44
  writing
• 14:45
  the
• 14:45
  pitch
• 14:45
  that's
• 14:45
  relevant
• 14:46
  to
• 14:46
  them.
• 14:48
  Exactly.
• 14:48
  So
• 14:49
  we've
• 14:49
  got
• 14:49
  the
• 14:49
  media
• 14:49
  kit,
• 14:50
  we've
• 14:50
  got
• 14:51
  a
• 14:51
  pitch
• 14:51
  to
• 14:51
  make
• 14:52
  it
• 14:52
  interesting
• 14:53
  and
• 14:53
  useful
• 14:53
  for
• 14:53
  the
• 14:54
  other
• 14:54
  person.
• 14:55
  Where
• 14:55
  else
• 14:56
  do
• 14:56
  we
• 14:56
  need
• 14:56
  to
• 14:56
  start?
• 14:58
  I
• 14:58
  think
• 14:59
  it's
• 14:59
  really
• 15:00
  important
• 15:00
  to
• 15:00
  start
• 15:01
  with
• 15:01
  what
• 15:01
  are
• 15:02
  your
• 15:02
  business
• 15:02
  goals?
• 15:04
  Are
• 15:04
  you
• 15:04
  trying
• 15:05
  to
• 15:05
  get
• 15:05
  press
• 15:05
  because
• 15:06
  you
• 15:06
  want
• 15:06
  kudos?
• 15:07
  Like,
• 15:08
  do
• 15:08
  you
• 15:08
  wanna
• 15:08
  just
• 15:08
  be
• 15:09
  able
• 15:09
  to
• 15:09
  say
• 15:09
  to
• 15:09
  your
• 15:09
  peers,
• 15:10
  oh,
• 15:10
  I've
• 15:10
  appeared
• 15:11
  in
• 15:11
  this
• 15:12
  publication
• 15:13
  because
• 15:14
  actually
• 15:15
  getting
• 15:15
  in
• 15:15
  national
• 15:15
  press
• 15:16
  is
• 15:16
  lovely,
• 15:17
  but
• 15:17
  it's
• 15:17
  not
• 15:18
  necessarily
• 15:18
  gonna
• 15:18
  be
• 15:19
  the
• 15:19
  silver
• 15:19
  bullet
• 15:19
  to
• 15:20
  sales
• 15:21
  that
• 15:21
  you
• 15:21
  are
• 15:21
  gonna
• 15:21
  be
• 15:22
  expecting.
• 15:23
  So
• 15:24
  if
• 15:24
  you
• 15:25
  are
• 15:25
  really
• 15:25
  time
• 15:25
  poor,
• 15:26
  I'm
• 15:27
  gonna
• 15:27
  be
• 15:27
  thinking
• 15:28
  two
• 15:28
  things.
• 15:28
  One
• 15:29
  is
• 15:29
  like,
• 15:29
  what
• 15:29
  are
• 15:29
  my
• 15:29
  business
• 15:30
  goals?
• 15:30
  What
• 15:30
  am
• 15:30
  I
• 15:30
  trying
• 15:30
  to
• 15:30
  do?
• 15:31
  Am
• 15:31
  I
• 15:31
  trying
• 15:31
  to.
• 15:32
  Sell
• 15:32
  a
• 15:32
  corporate
• 15:33
  workshop.
• 15:33
  Am
• 15:33
  I
• 15:33
  trying
• 15:34
  to
• 15:34
  get
• 15:34
  a
• 15:34
  brand
• 15:34
  partnership?
• 15:35
  Am
• 15:35
  I
• 15:35
  trying
• 15:36
  to
• 15:36
  get
• 15:36
  a
• 15:36
  sponsor
• 15:37
  for
• 15:37
  my
• 15:37
  podcast?
• 15:38
  Am
• 15:38
  I
• 15:38
  trying
• 15:38
  to
• 15:39
  get
• 15:39
  more
• 15:39
  one-to-one
• 15:39
  clients?
• 15:40
  Am
• 15:40
  I
• 15:40
  trying
• 15:41
  to
• 15:41
  sell
• 15:41
  a
• 15:41
  retreat,
• 15:42
  whatever
• 15:42
  that
• 15:42
  is,
• 15:43
  and
• 15:43
  then
• 15:44
  think
• 15:44
  about
• 15:44
  the
• 15:44
  most
• 15:44
  effective
• 15:45
  way
• 15:45
  that
• 15:45
  you
• 15:45
  can
• 15:46
  be
• 15:46
  reaching
• 15:47
  that.
• 15:48
  So
• 15:49
  maybe
• 15:49
  you're
• 15:49
  really
• 15:49
  good
• 15:50
  at
• 15:50
  speaking,
• 15:51
  maybe
• 15:51
  you
• 15:51
  prefer
• 15:52
  writing.
• 15:53
  Maybe
• 15:54
  you'd
• 15:54
  like
• 15:54
  to
• 15:54
  do
• 15:54
  creative
• 15:55
  silly
• 15:55
  stunts
• 15:55
  and
• 15:56
  be
• 15:56
  a
• 15:56
  bit
• 15:56
  imaginative
• 15:57
  and
• 15:57
  play
• 15:57
  with
• 15:57
  it.
• 15:58
  Maybe
• 15:58
  the
• 15:58
  whole
• 15:58
  thing
• 15:59
  feels
• 15:59
  really
• 16:01
  uncomfortable
• 16:02
  and
• 16:02
  you
• 16:02
  really
• 16:02
  don't
• 16:03
  wanna
• 16:03
  do
• 16:03
  it.
• 16:03
  So
• 16:04
  you
• 16:04
  wanna
• 16:04
  just
• 16:05
  maybe
• 16:05
  collaborate
• 16:06
  with
• 16:06
  some
• 16:06
  of
• 16:07
  your
• 16:07
  peers
• 16:07
  to
• 16:07
  do
• 16:08
  something
• 16:08
  like
• 16:08
  an
• 16:08
  online
• 16:09
  forum.
• 16:10
  Like
• 16:10
  an
• 16:10
  online
• 16:11
  chat,
• 16:11
  something
• 16:11
  like
• 16:12
  that.
• 16:12
  So
• 16:12
  finding
• 16:13
  the
• 16:13
  medium
• 16:14
  that
• 16:14
  you
• 16:15
  feel
• 16:15
  comfortable
• 16:16
  doing
• 16:16
  for
• 16:16
  your
• 16:17
  promotion
• 16:17
  is
• 16:18
  the
• 16:18
  most
• 16:18
  important.
• 16:19
  So
• 16:19
  I
• 16:19
  can
• 16:19
  say
• 16:20
  for
• 16:20
  me
• 16:20
  personally,
• 16:21
  that
• 16:21
  public
• 16:22
  speaking
• 16:22
  or
• 16:23
  workshops
• 16:23
  works
• 16:24
  really
• 16:24
  well
• 16:24
  to
• 16:25
  convert
• 16:25
  people
• 16:26
  to
• 16:27
  join
• 16:27
  my
• 16:27
  paid
• 16:28
  newsletter.
• 16:28
  Same
• 16:28
  with
• 16:29
  podcasts,
• 16:29
  because
• 16:29
  I
• 16:29
  think
• 16:30
  podcasts
• 16:30
  are
• 16:31
  really
• 16:31
  intimate.
• 16:31
  Like
• 16:31
  we're
• 16:32
  quite
• 16:32
  often
• 16:32
  listening
• 16:33
  to
• 16:33
  them
• 16:33
  whilst
• 16:33
  we're
• 16:33
  cooking
• 16:34
  our
• 16:34
  dinner
• 16:34
  or
• 16:35
  we're
• 16:35
  in
• 16:35
  the
• 16:35
  bath,
• 16:35
  or
• 16:36
  you
• 16:36
  know,
• 16:36
  we're
• 16:36
  driving
• 16:37
  in
• 16:37
  the
• 16:37
  car.
• 16:37
  So
• 16:37
  we
• 16:37
  are
• 16:38
  in
• 16:38
  that
• 16:38
  intimate
• 16:38
  space.
• 16:39
  So
• 16:39
  the
• 16:39
  listener,
• 16:40
  hopefully
• 16:41
  listener,
• 16:42
  hi
• 16:42
  on
• 16:43
  the
• 16:43
  other
• 16:43
  side,
• 16:44
  is
• 16:44
  feeling
• 16:45
  like
• 16:45
  they're
• 16:45
  getting
• 16:45
  to
• 16:45
  know
• 16:46
  me
• 16:46
  and
• 16:46
  have
• 16:46
  that
• 16:46
  emotional
• 16:47
  connection
• 16:47
  to
• 16:47
  me,
• 16:48
  and
• 16:49
  not
• 16:49
  everybody
• 16:49
  is
• 16:49
  gonna
• 16:50
  want
• 16:50
  to
• 16:50
  read.
• 16:51
  You
• 16:51
  know,
• 16:52
  a
• 16:52
  long
• 16:52
  press
• 16:53
  interview
• 16:53
  or
• 16:54
  watch
• 16:54
  a
• 16:54
  video.
• 16:55
  Um,
• 16:56
  so
• 16:56
  for
• 16:56
  me,
• 16:56
  I'm
• 16:56
  focusing
• 16:57
  on
• 16:57
  podcasts
• 16:58
  because
• 16:58
  as
• 16:58
  much
• 16:59
  as
• 16:59
  I
• 16:59
  like
• 16:59
  to
• 16:59
  do
• 16:59
  public
• 17:00
  speaking
• 17:01
  and
• 17:01
  workshops,
• 17:01
  I
• 17:02
  have
• 17:02
  three
• 17:02
  children
• 17:02
  under
• 17:03
  the
• 17:03
  age
• 17:03
  of
• 17:03
  eight.
• 17:03
  I'm
• 17:03
  in
• 17:04
  rural
• 17:04
  France.
• 17:05
  There's
• 17:05
  only
• 17:05
  so
• 17:05
  much
• 17:06
  time
• 17:06
  I
• 17:06
  have
• 17:06
  to
• 17:07
  be
• 17:07
  out
• 17:08
  in
• 17:08
  the
• 17:09
  public
• 17:10
  domain
• 17:10
  outside
• 17:11
  of
• 17:11
  where
• 17:12
  I
• 17:12
  live.
• 17:13
  So
• 17:13
  it
• 17:13
  is
• 17:13
  also
• 17:13
  for
• 17:13
  me
• 17:14
  about
• 17:14
  fitting
• 17:14
  it
• 17:15
  around
• 17:15
  the
• 17:15
  time
• 17:17
  restraints
• 17:17
  that
• 17:17
  I
• 17:17
  have
• 17:19
  and
• 17:19
  working
• 17:20
  that
• 17:20
  way.
• 17:21
  So,
• 17:23
  yeah,
• 17:23
  I
• 17:23
  think
• 17:24
  it's
• 17:24
  just
• 17:24
  getting
• 17:24
  really
• 17:25
  comfortable
• 17:26
  and
• 17:26
  confident
• 17:27
  and
• 17:28
  knowing
• 17:28
  what
• 17:28
  works
• 17:29
  for
• 17:29
  you.
• 17:29
  Some
• 17:30
  of
• 17:30
  that's
• 17:30
  gonna
• 17:30
  be
• 17:30
  testing
• 17:31
  and
• 17:31
  learning
• 17:32
  as
• 17:32
  well.
• 17:32
  So
• 17:33
  some
• 17:33
  of
• 17:33
  the
• 17:33
  biggest
• 17:34
  podcasts
• 17:34
  I've
• 17:34
  been
• 17:34
  on,
• 17:35
  which
• 17:35
  maybe
• 17:35
  have
• 17:35
  had
• 17:35
  like
• 17:36
  millions
• 17:36
  of
• 17:36
  subscribers,
• 17:37
  hasn't
• 17:38
  done
• 17:38
  that
• 17:38
  much,
• 17:38
  whereas
• 17:39
  other
• 17:39
  times,
• 17:39
  a
• 17:39
  really
• 17:40
  small
• 17:40
  podcast
• 17:41
  that
• 17:41
  is
• 17:41
  a
• 17:41
  complete
• 17:42
  match
• 17:43
  in
• 17:43
  audience
• 17:43
  size
• 17:44
  has
• 17:44
  worked
• 17:44
  really
• 17:45
  well
• 17:45
  for
• 17:45
  me.
• 17:45
  Like
• 17:45
  I
• 17:45
  have
• 17:46
  one
• 17:46
  podcast.
• 17:47
  It
• 17:47
  was
• 17:47
  a
• 17:47
  book
• 17:48
  writing
• 17:48
  podcast,
• 17:49
  and
• 17:49
  I
• 17:49
  was
• 17:49
  talking
• 17:50
  about
• 17:50
  how
• 17:50
  I
• 17:50
  failed
• 17:51
  to
• 17:51
  become
• 17:51
  a
• 17:51
  Sunday
• 17:52
  Times
• 17:52
  bestseller
• 17:53
  and
• 17:53
  what
• 17:53
  I
• 17:53
  learned
• 17:54
  in
• 17:54
  that
• 17:54
  journey.
• 17:55
  And
• 17:55
  that
• 17:55
  led
• 17:56
  to
• 17:56
  some
• 17:57
  corporate
• 17:57
  paid
• 17:57
  work.
• 17:58
  It
• 17:58
  led
• 17:58
  to,
• 17:59
  me
• 17:59
  selling
• 18:00
  a
• 18:00
  lot
• 18:00
  of
• 18:00
  one-to-one
• 18:01
  mentoring,
• 18:02
  which
• 18:02
  I
• 18:02
  don't
• 18:02
  tend
• 18:02
  to
• 18:03
  talk
• 18:03
  about
• 18:04
  those
• 18:04
  sides
• 18:04
  of
• 18:04
  my
• 18:04
  business,
• 18:05
  but
• 18:05
  they
• 18:05
  are
• 18:05
  obviously
• 18:06
  other
• 18:06
  revenue
• 18:07
  streams.
• 18:07
  But
• 18:07
  those
• 18:08
  opportunities
• 18:08
  landed
• 18:09
  in
• 18:09
  my
• 18:09
  inbox
• 18:10
  because
• 18:10
  I
• 18:10
  was
• 18:10
  talking
• 18:10
  about
• 18:11
  trying
• 18:11
  to
• 18:11
  sell
• 18:11
  my
• 18:12
  book.
• 18:13
  Totally.
• 18:14
  it's
• 18:14
  not
• 18:14
  always
• 18:15
  the
• 18:15
  size,
• 18:15
  not
• 18:16
  that
• 18:16
  my
• 18:16
  podcast
• 18:16
  is
• 18:17
  super
• 18:17
  small
• 18:17
  or
• 18:17
  anything,
• 18:18
  but
• 18:18
  it
• 18:18
  is
• 18:18
  like
• 18:18
  how
• 18:19
  warm,
• 18:19
  how
• 18:19
  much
• 18:19
  they
• 18:19
  trust
• 18:20
  you
• 18:20
  as
• 18:20
  well.
• 18:21
  I
• 18:21
  think,
• 18:21
  you
• 18:21
  know,
• 18:21
  that's
• 18:21
  an
• 18:21
  ego
• 18:22
  thing
• 18:22
  as
• 18:22
  well
• 18:22
  for
• 18:23
  people
• 18:23
  to
• 18:23
  remember
• 18:24
  that,
• 18:25
  you
• 18:25
  know,
• 18:25
  it's
• 18:26
  so
• 18:26
  hard
• 18:27
  to
• 18:27
  not
• 18:27
  use
• 18:27
  vanitry
• 18:28
  metrics.
• 18:28
  If
• 18:29
  somebody
• 18:29
  follows
• 18:29
  us
• 18:30
  on
• 18:30
  Instagram
• 18:30
  and
• 18:31
  they've
• 18:31
  got
• 18:31
  hundreds
• 18:31
  of
• 18:32
  thousands
• 18:32
  of
• 18:32
  followers,
• 18:34
  our
• 18:34
  Instagram
• 18:34
  should
• 18:34
  be
• 18:34
  like,
• 18:35
  this
• 18:35
  person's
• 18:35
  following
• 18:35
  me,
• 18:36
  and
• 18:36
  their
• 18:36
  numbers
• 18:36
  are
• 18:36
  huge,
• 18:36
  but
• 18:37
  actually
• 18:38
  i've
• 18:38
  seen
• 18:38
  it
• 18:39
  even
• 18:39
  with
• 18:39
  people
• 18:39
  doing
• 18:40
  stories
• 18:40
  about
• 18:41
  my
• 18:41
  books
• 18:41
  or
• 18:41
  talking
• 18:42
  about
• 18:42
  other
• 18:42
  things,
• 18:43
  more
• 18:43
  often
• 18:43
  than
• 18:44
  not,
• 18:44
  if
• 18:44
  it's
• 18:44
  a
• 18:44
  smaller
• 18:45
  audience,
• 18:45
  they
• 18:45
  actually
• 18:46
  tend
• 18:46
  to
• 18:46
  be
• 18:46
  more
• 18:46
  engaged
• 18:47
  and
• 18:47
  it
• 18:47
  tends
• 18:47
  to
• 18:48
  be
• 18:48
  more
• 18:48
  niche
• 18:48
  as
• 18:48
  well.
• 18:49
  So
• 18:49
  when
• 18:49
  you
• 18:50
  know
• 18:50
  who
• 18:50
  your
• 18:51
  ideal
• 18:51
  client
• 18:52
  is,
• 18:53
  it's
• 18:53
  much
• 18:53
  easier
• 18:54
  for
• 18:54
  you
• 18:54
  to
• 18:54
  then
• 18:55
  match
• 18:55
  it
• 18:55
  against
• 18:56
  what
• 18:56
  it
• 18:56
  is
• 18:56
  that
• 18:56
  you
• 18:56
  like
• 18:57
  doing.
• 18:57
  Yeah,
• 18:58
  totally.
• 18:59
  If
• 18:59
  we
• 19:00
  are
• 19:00
  thinking,
• 19:00
  how
• 19:01
  are
• 19:01
  we
• 19:01
  gonna
• 19:01
  be
• 19:02
  genuinely
• 19:03
  interesting?
• 19:03
  Like
• 19:04
  who
• 19:04
  really
• 19:04
  cares
• 19:04
  about
• 19:04
  our
• 19:05
  personal
• 19:05
  story?
• 19:06
  Any
• 19:06
  tips
• 19:06
  on
• 19:07
  how
• 19:07
  we
• 19:08
  get
• 19:08
  the
• 19:08
  confidence
• 19:08
  or
• 19:09
  how
• 19:09
  we
• 19:09
  find
• 19:09
  the
• 19:09
  angle
• 19:10
  that
• 19:10
  might
• 19:10
  actually
• 19:10
  be
• 19:10
  useful
• 19:11
  for
• 19:11
  someone?
• 19:13
  I
• 19:13
  tend
• 19:13
  to
• 19:14
  say
• 19:14
  to
• 19:14
  my
• 19:15
  audience,
• 19:16
  put
• 19:16
  yourself
• 19:16
  into
• 19:17
  three
• 19:17
  buckets.
• 19:18
  So.
• 19:19
  Number
• 19:19
  one
• 19:19
  is
• 19:19
  business
• 19:20
  expertise.
• 19:20
  So
• 19:21
  obviously
• 19:21
  I'm
• 19:21
  here
• 19:21
  today.
• 19:22
  I
• 19:22
  can
• 19:23
  talk
• 19:23
  to
• 19:23
  you
• 19:23
  about
• 19:23
  PR
• 19:23
  tips
• 19:24
  or
• 19:24
  how
• 19:24
  to
• 19:24
  go
• 19:24
  any
• 19:24
  newsletter
• 19:25
  or
• 19:25
  how
• 19:25
  to
• 19:25
  promote
• 19:25
  a
• 19:25
  book,
• 19:26
  those
• 19:26
  sort
• 19:26
  of
• 19:26
  things.
• 19:27
  And
• 19:27
  that's
• 19:28
  great,
• 19:28
  but
• 19:28
  in
• 19:29
  the
• 19:29
  world
• 19:29
  of
• 19:30
  chat,
• 19:30
  GPT
• 19:31
  and
• 19:31
  ai,
• 19:31
  that
• 19:32
  information
• 19:32
  can
• 19:32
  also
• 19:33
  be
• 19:33
  served
• 19:35
  up
• 19:35
  very
• 19:35
  easily
• 19:36
  by
• 19:36
  researching
• 19:36
  on
• 19:36
  that.
• 19:37
  So
• 19:37
  actually
• 19:37
  telling
• 19:38
  stories
• 19:39
  of
• 19:39
  transformation
• 19:40
  of
• 19:40
  your
• 19:40
  clients,
• 19:41
  your
• 19:41
  own
• 19:41
  personal
• 19:42
  transformation
• 19:42
  as
• 19:43
  anecdotes
• 19:43
  within
• 19:44
  the
• 19:44
  business
• 19:45
  expertise
• 19:45
  realm,
• 19:46
  I
• 19:46
  think
• 19:46
  works
• 19:47
  really
• 19:47
  well.
• 19:47
  And
• 19:47
  then
• 19:47
  you
• 19:48
  don't
• 19:48
  have
• 19:48
  to
• 19:48
  turn
• 19:49
  the
• 19:49
  torch
• 19:49
  on
• 19:49
  what
• 19:50
  you've
• 19:50
  done.
• 19:50
  You
• 19:51
  can
• 19:51
  turn
• 19:51
  the
• 19:51
  torch
• 19:51
  on
• 19:52
  other
• 19:52
  people,
• 19:52
  which
• 19:52
  I
• 19:52
  think
• 19:53
  is
• 19:53
  really
• 19:53
  helpful.
• 19:55
  Then
• 19:55
  I
• 19:55
  have
• 19:55
  what
• 19:55
  I
• 19:56
  call
• 19:56
  the
• 19:56
  human
• 19:56
  interest
• 19:57
  column.
• 19:58
  So
• 19:58
  if
• 19:58
  you
• 19:58
  are
• 19:59
  wondering
• 19:59
  like
• 19:59
  what
• 19:59
  is
• 20:00
  the
• 20:00
  human
• 20:00
  interest
• 20:00
  thing,
• 20:01
  you
• 20:01
  can
• 20:01
  either
• 20:01
  sort
• 20:02
  of
• 20:02
  Google
• 20:03
  first
• 20:03
  person
• 20:04
  stories
• 20:04
  or
• 20:04
  real
• 20:05
  life
• 20:05
  stories
• 20:05
  or
• 20:05
  the
• 20:05
  opinion
• 20:06
  columns.
• 20:07
  If
• 20:07
  you
• 20:07
  Google
• 20:08
  how
• 20:08
  to
• 20:08
  write
• 20:09
  an
• 20:09
  opinion
• 20:09
  piece
• 20:09
  for
• 20:10
  the
• 20:10
  New
• 20:10
  York
• 20:10
  Times
• 20:10
  or
• 20:11
  the
• 20:12
  Financial
• 20:12
  Times.
• 20:13
  All
• 20:13
  that
• 20:13
  information's
• 20:14
  there.
• 20:14
  And
• 20:15
  that's
• 20:15
  normally
• 20:16
  somebody
• 20:17
  talking
• 20:18
  about
• 20:18
  their
• 20:18
  personal
• 20:20
  response
• 20:20
  to
• 20:20
  something
• 20:21
  that's
• 20:21
  happened
• 20:22
  or
• 20:22
  that
• 20:22
  something
• 20:22
  is
• 20:23
  topical.
• 20:24
  And
• 20:24
  then
• 20:24
  last
• 20:24
  but
• 20:24
  not
• 20:25
  least,
• 20:25
  we
• 20:25
  have
• 20:25
  like
• 20:25
  passion
• 20:26
  points.
• 20:26
  So
• 20:26
  sometimes
• 20:26
  people
• 20:27
  kind
• 20:27
  of
• 20:27
  ignore
• 20:28
  what
• 20:28
  they
• 20:28
  do
• 20:29
  as
• 20:29
  a
• 20:29
  hobby
• 20:30
  or
• 20:30
  what
• 20:30
  they
• 20:30
  might
• 20:30
  do
• 20:30
  in
• 20:31
  their
• 20:31
  spare
• 20:31
  time.
• 20:32
  That
• 20:32
  actually
• 20:33
  can
• 20:33
  be
• 20:33
  really
• 20:33
  interesting
• 20:34
  as
• 20:34
  a
• 20:34
  topic.
• 20:35
  Podcast
• 20:36
  and
• 20:36
  then
• 20:36
  you
• 20:36
  are
• 20:36
  cross
• 20:37
  pollinating.
• 20:38
  So
• 20:38
  for
• 20:38
  example,
• 20:39
  you
• 20:39
  could
• 20:39
  argue
• 20:40
  that
• 20:40
  I
• 20:40
  am
• 20:40
  a
• 20:40
  PR
• 20:41
  coach,
• 20:41
  so
• 20:41
  I'm
• 20:41
  now
• 20:42
  appearing
• 20:42
  on
• 20:42
  a
• 20:42
  podcast
• 20:43
  for
• 20:43
  coaches.
• 20:44
  I
• 20:44
  rarely
• 20:44
  go
• 20:44
  on
• 20:45
  podcasts
• 20:46
  for
• 20:46
  PRS
• 20:47
  because
• 20:47
  I
• 20:47
  don't
• 20:47
  wanna
• 20:48
  speak
• 20:48
  to
• 20:48
  other
• 20:48
  prs.
• 20:49
  I
• 20:49
  want
• 20:49
  to
• 20:49
  speak
• 20:49
  to
• 20:50
  small
• 20:50
  business
• 20:50
  owners
• 20:50
  and
• 20:51
  self-employed
• 20:51
  people,
• 20:52
  but
• 20:52
  I
• 20:53
  have
• 20:53
  a
• 20:53
  sort
• 20:53
  of
• 20:53
  specialist
• 20:54
  subject
• 20:54
  in
• 20:56
  relocating
• 20:56
  to
• 20:57
  France,
• 20:57
  or
• 20:57
  I
• 20:57
  really
• 20:58
  love
• 20:58
  like
• 20:58
  Studio
• 20:59
  Ghibli
• 20:59
  films
• 21:00
  or
• 21:00
  I
• 21:00
  love
• 21:01
  Repo's
• 21:01
  Drag
• 21:02
  Race.
• 21:02
  So
• 21:02
  I
• 21:02
  would
• 21:03
  quite
• 21:03
  happily
• 21:03
  go
• 21:03
  and
• 21:04
  talk
• 21:04
  about
• 21:04
  those
• 21:04
  things
• 21:05
  on,
• 21:05
  you
• 21:06
  know,
• 21:06
  with
• 21:06
  the
• 21:06
  fandom
• 21:07
  of
• 21:07
  those
• 21:07
  things
• 21:07
  as
• 21:08
  well,
• 21:08
  because
• 21:09
  there
• 21:09
  could
• 21:09
  be
• 21:09
  somebody
• 21:10
  in
• 21:10
  those
• 21:10
  spaces
• 21:11
  that
• 21:11
  are
• 21:11
  interested
• 21:12
  in
• 21:12
  talking
• 21:12
  to
• 21:13
  me.
• 21:13
  And
• 21:13
  I
• 21:13
  think
• 21:13
  a
• 21:13
  really
• 21:13
  great
• 21:14
  example
• 21:14
  that
• 21:14
  I've
• 21:14
  used
• 21:14
  in
• 21:15
  the
• 21:15
  last
• 21:15
  week
• 21:15
  was
• 21:16
  the
• 21:16
  Brooklyn
• 21:16
  Beckham
• 21:17
  story,
• 21:18
  because
• 21:19
  yes,
• 21:20
  that
• 21:20
  appeared
• 21:20
  as
• 21:20
  news,
• 21:21
  but
• 21:21
  then
• 21:21
  off
• 21:21
  the
• 21:21
  back
• 21:22
  of
• 21:22
  that
• 21:22
  we
• 21:22
  had
• 21:22
  experts.
• 21:24
  From
• 21:24
  an
• 21:24
  opinion
• 21:24
  piece,
• 21:25
  talking
• 21:25
  about
• 21:25
  it
• 21:25
  like
• 21:26
  they
• 21:26
  were
• 21:26
  either
• 21:26
  legal
• 21:26
  experts
• 21:27
  or
• 21:27
  family,
• 21:28
  lawyers,
• 21:28
  branding,
• 21:29
  PR
• 21:29
  people.
• 21:30
  So
• 21:30
  that
• 21:30
  was,
• 21:31
  there
• 21:31
  was
• 21:31
  that
• 21:31
  as
• 21:31
  the
• 21:31
  kind
• 21:32
  of
• 21:32
  business
• 21:32
  expertise,
• 21:33
  but
• 21:33
  we
• 21:33
  also
• 21:33
  saw
• 21:34
  people
• 21:34
  talking
• 21:34
  about
• 21:35
  it
• 21:35
  from
• 21:35
  the
• 21:35
  human
• 21:35
  interest.
• 21:36
  So
• 21:36
  lots
• 21:36
  of
• 21:36
  family
• 21:36
  estrangement
• 21:37
  stories,
• 21:38
  lots
• 21:38
  of
• 21:38
  people.
• 21:38
  My
• 21:39
  mum
• 21:39
  ruined
• 21:39
  my
• 21:39
  wedding,
• 21:40
  my
• 21:40
  mother-in-law
• 21:41
  ruined
• 21:41
  my
• 21:41
  wedding
• 21:41
  stories.
• 21:43
  And
• 21:43
  if
• 21:43
  we
• 21:43
  then
• 21:43
  move
• 21:44
  from
• 21:44
  opinion
• 21:45
  to
• 21:45
  the
• 21:45
  experts,
• 21:46
  the
• 21:47
  opinion
• 21:47
  and
• 21:48
  the
• 21:48
  human
• 21:48
  interest,
• 21:49
  and
• 21:49
  then
• 21:49
  to
• 21:49
  the
• 21:49
  passion
• 21:50
  points.
• 21:50
  There's
• 21:50
  just
• 21:50
  people
• 21:51
  talking
• 21:51
  about
• 21:51
  wedding
• 21:51
  etiquette
• 21:52
  and
• 21:52
  wedding
• 21:52
  stuff
• 21:53
  in
• 21:53
  general.
• 21:54
  That
• 21:54
  could
• 21:54
  also
• 21:54
  hook
• 21:55
  off
• 21:55
  that.
• 21:55
  So
• 21:56
  for
• 21:56
  me,
• 21:56
  that's
• 21:56
  why
• 21:57
  I
• 21:57
  say
• 21:57
  like
• 21:57
  read
• 21:57
  and
• 21:58
  have
• 21:58
  a
• 21:58
  look
• 21:58
  to
• 21:58
  see
• 21:58
  what's
• 21:58
  happening.
• 21:59
  Because
• 22:00
  quite
• 22:00
  often
• 22:01
  a
• 22:01
  popular
• 22:01
  TV
• 22:02
  show,
• 22:02
  remember
• 22:03
  Adolescents
• 22:03
  last
• 22:04
  year,
• 22:04
  like
• 22:04
  everybody
• 22:05
  had
• 22:05
  something
• 22:05
  to
• 22:05
  say
• 22:06
  about
• 22:06
  that.
• 22:07
  So
• 22:07
  it,
• 22:07
  depending
• 22:08
  on
• 22:08
  what
• 22:08
  your
• 22:09
  area
• 22:09
  of
• 22:09
  expertise
• 22:10
  are,
• 22:10
  it's
• 22:10
  likely
• 22:11
  that
• 22:11
  something
• 22:11
  in
• 22:11
  popular
• 22:12
  culture
• 22:13
  can
• 22:13
  be
• 22:13
  a
• 22:13
  news
• 22:13
  hook
• 22:14
  for
• 22:14
  you.
• 22:14
  So
• 22:14
  then
• 22:14
  if
• 22:15
  you
• 22:15
  don't
• 22:15
  wanna
• 22:15
  talk
• 22:16
  about
• 22:16
  yourself,
• 22:17
  you
• 22:17
  don't
• 22:17
  have
• 22:17
  to,
• 22:18
  you
• 22:18
  can
• 22:18
  just
• 22:18
  give
• 22:18
  your
• 22:19
  opinion
• 22:20
  about
• 22:21
  what's
• 22:21
  happening
• 22:21
  culturally.
• 22:22
  And
• 22:22
  it's
• 22:22
  then
• 22:22
  timely.
• 22:24
  The
• 22:24
  other
• 22:25
  phrase
• 22:25
  I
• 22:25
  use
• 22:25
  quite
• 22:25
  a
• 22:25
  lot
• 22:26
  is
• 22:26
  show
• 22:26
  a
• 22:26
  bit
• 22:26
  of
• 22:26
  ankle,
• 22:27
  which
• 22:27
  is
• 22:28
  you
• 22:28
  don't
• 22:28
  need
• 22:28
  to
• 22:28
  reveal
• 22:29
  everything
• 22:29
  about
• 22:30
  yourself.
• 22:30
  You
• 22:30
  know,
• 22:30
  I
• 22:31
  have
• 22:31
  very
• 22:31
  strict
• 22:32
  guardrails
• 22:32
  for
• 22:32
  myself
• 22:33
  of
• 22:33
  what
• 22:33
  I
• 22:33
  do
• 22:33
  and
• 22:33
  don't
• 22:34
  talk
• 22:34
  about.
• 22:35
  So
• 22:36
  yes,
• 22:36
  I
• 22:36
  talk
• 22:36
  about
• 22:36
  being
• 22:36
  a
• 22:37
  mother
• 22:37
  of
• 22:37
  three
• 22:37
  children,
• 22:37
  but
• 22:38
  you
• 22:38
  don't
• 22:38
  know
• 22:38
  their
• 22:38
  names,
• 22:39
  you
• 22:39
  don't
• 22:39
  see
• 22:39
  their
• 22:39
  faces,
• 22:40
  you
• 22:40
  don't
• 22:40
  see
• 22:41
  typically
• 22:41
  inside
• 22:42
  my
• 22:42
  house.
• 22:43
  You
• 22:43
  see
• 22:43
  the
• 22:43
  view
• 22:44
  from
• 22:44
  my
• 22:44
  garden
• 22:45
  because
• 22:46
  that's
• 22:46
  me
• 22:46
  kind
• 22:47
  of
• 22:47
  doing
• 22:47
  my
• 22:47
  daily
• 22:47
  gratitude
• 22:48
  for
• 22:48
  myself.
• 22:48
  So
• 22:48
  I'm
• 22:49
  like,
• 22:49
  look,
• 22:49
  I
• 22:49
  live
• 22:49
  by
• 22:49
  the
• 22:50
  mountains,
• 22:50
  even
• 22:50
  though
• 22:51
  I've
• 22:51
  find
• 22:51
  it
• 22:51
  really
• 22:51
  hard
• 22:52
  sometimes,
• 22:52
  that's
• 22:52
  a
• 22:52
  reminder
• 22:53
  for
• 22:53
  me.
• 22:54
  And
• 22:54
  there
• 22:55
  are
• 22:55
  certain
• 22:55
  topics
• 22:56
  that
• 22:57
  are
• 22:57
  all
• 22:57
  brands
• 22:57
  who
• 22:58
  were
• 22:58
  asked
• 22:58
  to
• 22:58
  collaborate
• 22:58
  with
• 22:59
  me,
• 22:59
  and
• 22:59
  I
• 22:59
  have
• 23:00
  to
• 23:00
  be
• 23:00
  like,
• 23:00
  no,
• 23:00
  that's
• 23:00
  not
• 23:01
  a
• 23:01
  right
• 23:01
  fit
• 23:01
  for
• 23:01
  me.
• 23:02
  Like,
• 23:02
  I
• 23:02
  remember
• 23:02
  having
• 23:02
  a
• 23:02
  brand
• 23:03
  come
• 23:03
  and
• 23:03
  partner
• 23:04
  with
• 23:04
  me.
• 23:04
  One
• 23:04
  was
• 23:05
  a
• 23:05
  global
• 23:06
  sex
• 23:06
  toy
• 23:06
  brand
• 23:07
  and
• 23:07
  another
• 23:08
  was
• 23:08
  a
• 23:08
  dry
• 23:09
  cleaning
• 23:10
  um,
• 23:10
  it
• 23:10
  was
• 23:10
  like
• 23:10
  a
• 23:10
  bedroom
• 23:11
  dry
• 23:11
  cleaning
• 23:11
  service.
• 23:12
  They
• 23:12
  actually
• 23:12
  arrived
• 23:12
  at
• 23:12
  the
• 23:13
  same
• 23:13
  time,
• 23:13
  but
• 23:13
  they're
• 23:13
  not
• 23:13
  linked
• 23:14
  as
• 23:14
  businesses
• 23:14
  that
• 23:14
  maybe
• 23:14
  they
• 23:15
  should
• 23:15
  be.
• 23:15
  And
• 23:16
  I
• 23:16
  was
• 23:16
  like,
• 23:16
  I
• 23:17
  teach
• 23:17
  small
• 23:17
  business
• 23:17
  owners
• 23:18
  how
• 23:18
  to
• 23:18
  hype
• 23:19
  themselves.
• 23:19
  Like
• 23:19
  this
• 23:19
  is
• 23:20
  not.
• 23:21
  There's
• 23:21
  no
• 23:21
  way
• 23:22
  I
• 23:22
  can
• 23:22
  take
• 23:22
  that
• 23:23
  money
• 23:23
  and
• 23:23
  in
• 23:24
  good
• 23:24
  consciousness
• 23:25
  talk
• 23:25
  about
• 23:25
  these
• 23:26
  things
• 23:26
  with
• 23:26
  my
• 23:26
  audience
• 23:27
  'cause
• 23:27
  it
• 23:27
  doesn't
• 23:27
  fit.
• 23:28
  But
• 23:29
  then
• 23:29
  I
• 23:29
  do
• 23:29
  work
• 23:30
  with
• 23:30
  Adobe
• 23:30
  Express
• 23:31
  'cause
• 23:31
  I'll
• 23:31
  talk
• 23:32
  about
• 23:32
  how
• 23:33
  I
• 23:33
  can,
• 23:34
  save
• 23:34
  time
• 23:35
  or
• 23:35
  I
• 23:35
  use
• 23:35
  their
• 23:36
  branding
• 23:36
  tools
• 23:37
  to
• 23:37
  get
• 23:37
  my
• 23:37
  work
• 23:38
  out
• 23:38
  there.
• 23:38
  So
• 23:38
  with
• 23:38
  me
• 23:38
  it's
• 23:38
  having
• 23:39
  integrity
• 23:40
  of
• 23:40
  the
• 23:40
  work
• 23:41
  that
• 23:41
  you
• 23:41
  want
• 23:41
  to
• 23:42
  talk
• 23:42
  about
• 23:42
  and
• 23:42
  the
• 23:42
  work
• 23:43
  that
• 23:43
  you
• 23:43
  promote
• 23:44
  as
• 23:44
  well.
• 23:45
  And
• 23:45
  last
• 23:46
  but
• 23:46
  not
• 23:46
  least,
• 23:46
  I
• 23:46
  think
• 23:46
  if
• 23:46
  you
• 23:47
  have
• 23:47
  a
• 23:47
  win.
• 23:49
  There's
• 23:49
  this
• 23:49
  kind
• 23:49
  of
• 23:50
  LinkedIn
• 23:50
  speak
• 23:51
  that
• 23:51
  we
• 23:51
  have,
• 23:52
  like
• 23:52
  I'm
• 23:52
  excited,
• 23:53
  I'm
• 23:53
  delighted.
• 23:54
  I'm
• 23:54
  thrilled
• 23:55
  to
• 23:55
  announce,
• 23:55
  which
• 23:56
  is
• 23:56
  fine
• 23:57
  if
• 23:57
  you
• 23:57
  speak
• 23:58
  like
• 23:58
  that,
• 23:58
  but
• 23:59
  most
• 23:59
  of
• 23:59
  us
• 23:59
  don't.
• 24:01
  So
• 24:01
  I
• 24:01
  think
• 24:01
  really
• 24:02
  staying
• 24:02
  true
• 24:03
  to
• 24:03
  how
• 24:03
  you
• 24:03
  talk,
• 24:03
  which
• 24:04
  can
• 24:04
  be
• 24:04
  hard,
• 24:04
  but
• 24:04
  if
• 24:04
  something
• 24:05
  good
• 24:05
  happens
• 24:05
  to
• 24:05
  me.
• 24:07
  I
• 24:07
  really
• 24:07
  think
• 24:07
  about
• 24:07
  how
• 24:08
  would
• 24:08
  I
• 24:08
  be
• 24:08
  telling
• 24:09
  my
• 24:09
  best
• 24:09
  friend
• 24:09
  this?
• 24:10
  How
• 24:10
  would
• 24:10
  I
• 24:10
  be
• 24:10
  telling
• 24:11
  my
• 24:11
  husband
• 24:12
  this
• 24:12
  or
• 24:12
  my
• 24:12
  kids
• 24:12
  this?
• 24:13
  Like
• 24:13
  how
• 24:13
  would
• 24:13
  I
• 24:13
  be
• 24:13
  explaining
• 24:15
  what
• 24:15
  it
• 24:15
  is?
• 24:16
  And
• 24:16
  often
• 24:17
  I
• 24:17
  will
• 24:17
  share
• 24:18
  the
• 24:18
  journey
• 24:19
  of,
• 24:19
  you
• 24:19
  know,
• 24:20
  how
• 24:20
  it
• 24:20
  got
• 24:20
  here.
• 24:20
  So.
• 24:21
  A
• 24:21
  great
• 24:22
  example
• 24:22
  is
• 24:22
  gonna
• 24:23
  be
• 24:23
  like
• 24:23
  when
• 24:23
  I
• 24:23
  share
• 24:24
  this
• 24:24
  podcast
• 24:25
  episode,
• 24:26
  I'm
• 24:26
  not
• 24:26
  gonna
• 24:26
  be
• 24:26
  like,
• 24:26
  Hey,
• 24:27
  I'm
• 24:27
  on
• 24:27
  this
• 24:27
  podcast.
• 24:28
  I'm
• 24:28
  gonna
• 24:28
  be
• 24:28
  like,
• 24:28
  Hey,
• 24:28
  Joanna's
• 24:29
  one
• 24:29
  of
• 24:29
  my
• 24:30
  paid
• 24:30
  readers.
• 24:31
  She
• 24:31
  saw
• 24:31
  that
• 24:31
  I
• 24:32
  was
• 24:32
  gonna
• 24:32
  be
• 24:32
  trying
• 24:33
  to
• 24:33
  get
• 24:33
  on
• 24:33
  more
• 24:33
  podcasts
• 24:34
  in
• 24:34
  2026,
• 24:35
  so
• 24:35
  she
• 24:35
  actually
• 24:35
  invited
• 24:36
  me.
• 24:36
  I
• 24:36
  actually
• 24:37
  am
• 24:37
  the
• 24:37
  first
• 24:37
  person
• 24:37
  she's
• 24:38
  invited
• 24:38
  on,
• 24:39
  so
• 24:39
  it's
• 24:39
  a
• 24:39
  win-win.
• 24:40
  Here's
• 24:40
  the
• 24:40
  chat,
• 24:41
  which
• 24:41
  is
• 24:41
  so
• 24:41
  much
• 24:42
  more
• 24:42
  interesting
• 24:43
  than
• 24:44
  I'm
• 24:44
  on
• 24:44
  Joanna's
• 24:44
  podcast.
• 24:46
  So
• 24:47
  true.
• 24:47
  And
• 24:47
  it
• 24:47
  sounds
• 24:48
  so
• 24:48
  obvious,
• 24:49
  but
• 24:49
  honestly,
• 24:50
  it's
• 24:50
  so
• 24:50
  easy
• 24:51
  to
• 24:51
  forget,
• 24:51
  isn't
• 24:51
  it?
• 24:51
  And
• 24:52
  I
• 24:52
  think
• 24:52
  that's
• 24:52
  why
• 24:53
  you
• 24:53
  are
• 24:54
  so
• 24:54
  successful,
• 24:55
  because
• 24:55
  you
• 24:55
  really
• 24:56
  do
• 24:56
  share
• 24:56
  your
• 24:56
  journey
• 24:57
  so
• 24:57
  much.
• 24:57
  And
• 24:57
  in
• 24:58
  your
• 24:58
  newsletter
• 24:59
  you
• 24:59
  talk
• 25:00
  about
• 25:00
  those
• 25:00
  daily
• 25:01
  moments.
• 25:02
  So
• 25:02
  tell
• 25:03
  us
• 25:03
  more
• 25:03
  about
• 25:04
  how
• 25:04
  you
• 25:06
  prioritize
• 25:07
  being
• 25:07
  real
• 25:07
  versus
• 25:08
  AI.
• 25:11
  That's
• 25:11
  a
• 25:11
  really
• 25:11
  good
• 25:11
  question.
• 25:12
  You
• 25:12
  know,
• 25:12
  for
• 25:13
  me,
• 25:13
  AI
• 25:14
  is
• 25:15
  like
• 25:16
  a
• 25:16
  virtual
• 25:16
  assistant.
• 25:17
  It's
• 25:17
  never
• 25:17
  gonna
• 25:18
  be
• 25:18
  doing
• 25:19
  the
• 25:19
  lion's
• 25:20
  work,
• 25:21
  it's
• 25:21
  never
• 25:21
  gonna
• 25:22
  be
• 25:22
  generating
• 25:23
  my
• 25:23
  newsletter
• 25:24
  copy
• 25:24
  from
• 25:25
  scratch.
• 25:25
  But
• 25:25
  I
• 25:25
  might
• 25:26
  go
• 25:26
  in
• 25:26
  and
• 25:26
  say,
• 25:26
  can
• 25:27
  you
• 25:27
  give
• 25:27
  this
• 25:27
  a
• 25:27
  subedit?
• 25:28
  We
• 25:28
  actually
• 25:29
  had,
• 25:29
  in
• 25:29
  one
• 25:29
  of
• 25:29
  the
• 25:30
  live
• 25:30
  calls
• 25:30
  that's
• 25:31
  in
• 25:31
  the
• 25:31
  archive
• 25:31
  on
• 25:32
  the
• 25:32
  paid
• 25:32
  newsletter
• 25:32
  was
• 25:32
  with
• 25:33
  a
• 25:33
  journalist
• 25:33
  from
• 25:33
  Forbes
• 25:33
  and
• 25:34
  she
• 25:34
  specializes
• 25:35
  in
• 25:35
  AI.
• 25:35
  She
• 25:35
  has
• 25:36
  an
• 25:36
  AI
• 25:36
  coaching
• 25:36
  business
• 25:37
  as
• 25:37
  well.
• 25:37
  She
• 25:38
  gave
• 25:38
  this
• 25:38
  really
• 25:38
  great
• 25:39
  example
• 25:39
  of.
• 25:40
  If
• 25:40
  there
• 25:40
  is
• 25:40
  a
• 25:40
  journalist
• 25:41
  that
• 25:41
  you
• 25:41
  know
• 25:42
  you
• 25:42
  wanna
• 25:42
  pitch
• 25:42
  to,
• 25:43
  or
• 25:43
  if
• 25:43
  there's
• 25:43
  a
• 25:43
  podcast
• 25:44
  that
• 25:44
  you
• 25:44
  know
• 25:44
  you
• 25:44
  want
• 25:45
  to
• 25:45
  be
• 25:45
  on,
• 25:46
  cut
• 25:46
  and
• 25:46
  paste
• 25:46
  the
• 25:47
  last
• 25:47
  20
• 25:48
  titles
• 25:49
  of
• 25:49
  the
• 25:49
  episode
• 25:50
  or
• 25:50
  of
• 25:50
  the
• 25:50
  articles,
• 25:51
  and
• 25:51
  then
• 25:51
  put
• 25:52
  your
• 25:52
  story
• 25:52
  in
• 25:53
  and
• 25:53
  ask
• 25:53
  it
• 25:53
  to
• 25:53
  help
• 25:54
  you
• 25:54
  put
• 25:54
  a
• 25:54
  tailored
• 25:55
  pitch
• 25:55
  together.
• 25:56
  And
• 25:56
  I
• 25:56
  think
• 25:57
  using
• 25:57
  it
• 25:57
  like
• 25:58
  that
• 25:59
  and
• 25:59
  then
• 25:59
  writing
• 26:00
  it
• 26:00
  in
• 26:00
  your
• 26:00
  own
• 26:00
  words
• 26:00
  so
• 26:01
  it's
• 26:01
  not,
• 26:01
  all
• 26:02
  EM
• 26:02
  dashes,
• 26:02
  um,
• 26:04
  is
• 26:04
  a
• 26:04
  nice
• 26:04
  thing
• 26:04
  to
• 26:04
  do
• 26:05
  and
• 26:05
  I.
• 26:06
  I'm
• 26:07
  very,
• 26:07
  uh,
• 26:08
  in
• 26:08
  a
• 26:08
  gray
• 26:08
  area
• 26:09
  of
• 26:09
  ai.
• 26:09
  I'm
• 26:09
  not
• 26:10
  massively
• 26:10
  pro
• 26:11
  it.
• 26:11
  I'm
• 26:11
  not
• 26:11
  massively
• 26:12
  against
• 26:12
  it.
• 26:12
  I'm
• 26:13
  still
• 26:13
  very
• 26:13
  much
• 26:13
  playing
• 26:14
  with
• 26:14
  it.
• 26:14
  So
• 26:15
  I
• 26:15
  quite
• 26:15
  like
• 26:15
  to
• 26:15
  do
• 26:16
  actually
• 26:16
  my
• 26:17
  manifestation
• 26:18
  boards
• 26:19
  with
• 26:19
  it.
• 26:19
  So
• 26:20
  I'll
• 26:20
  be
• 26:20
  like,
• 26:20
  here's
• 26:21
  a
• 26:21
  photo
• 26:21
  of
• 26:21
  me
• 26:22
  put
• 26:22
  me
• 26:22
  on
• 26:22
  a.
• 26:23
  Private
• 26:24
  jet
• 26:24
  on
• 26:25
  my
• 26:25
  way
• 26:25
  to
• 26:26
  do
• 26:26
  a
• 26:26
  public
• 26:27
  speaking
• 26:27
  gig.
• 26:27
  Or
• 26:28
  put
• 26:28
  me
• 26:29
  in
• 26:29
  a
• 26:29
  bookshop
• 26:30
  signing
• 26:30
  copies
• 26:31
  of
• 26:31
  my
• 26:31
  next
• 26:31
  fiction
• 26:32
  book
• 26:32
  with
• 26:32
  a
• 26:32
  queue
• 26:33
  of
• 26:33
  people
• 26:34
  in
• 26:34
  the
• 26:34
  room.
• 26:35
  And
• 26:35
  so
• 26:35
  I
• 26:35
  kind
• 26:36
  of
• 26:36
  use
• 26:36
  it
• 26:36
  to
• 26:36
  create,
• 26:37
  visual
• 26:38
  prompts
• 26:39
  for
• 26:39
  me
• 26:39
  as
• 26:39
  well.
• 26:39
  So
• 26:39
  I
• 26:40
  have
• 26:40
  like
• 26:40
  a
• 26:40
  mood
• 26:40
  board
• 26:41
  of
• 26:41
  different
• 26:42
  AI
• 26:43
  visuals.
• 26:44
  I
• 26:44
  think
• 26:44
  the
• 26:45
  trick
• 26:46
  with
• 26:46
  AI
• 26:47
  as
• 26:48
  well,
• 26:48
  particularly
• 26:49
  when
• 26:49
  it
• 26:49
  comes
• 26:49
  to
• 26:50
  press
• 26:50
  pictures,
• 26:51
  is
• 26:52
  also
• 26:53
  journalists
• 26:54
  sometimes,
• 26:55
  like
• 26:55
  Jodi
• 26:55
  for
• 26:55
  example,
• 26:56
  she
• 26:56
  would
• 26:56
  told
• 26:57
  us
• 26:57
  in
• 26:57
  the
• 26:57
  chat,
• 26:58
  she
• 26:59
  uses
• 26:59
  AI
• 26:59
  to
• 27:00
  filter
• 27:00
  all
• 27:00
  of
• 27:00
  the
• 27:00
  press
• 27:01
  requests
• 27:01
  she
• 27:01
  gets.
• 27:02
  So
• 27:02
  she's
• 27:03
  giving
• 27:03
  a
• 27:03
  prompt
• 27:03
  to
• 27:04
  ai,
• 27:04
  say
• 27:04
  like,
• 27:04
  what
• 27:05
  are
• 27:05
  the
• 27:05
  most
• 27:05
  unusual
• 27:06
  stories
• 27:07
  here?
• 27:07
  So
• 27:09
  I
• 27:09
  see
• 27:09
  a
• 27:09
  lot
• 27:10
  of
• 27:10
  particularly
• 27:11
  women
• 27:11
  who
• 27:11
  will
• 27:12
  say,
• 27:12
  oh,
• 27:12
  well
• 27:12
  my
• 27:12
  story
• 27:13
  is
• 27:14
  I
• 27:14
  had
• 27:14
  a
• 27:14
  corporate
• 27:15
  job,
• 27:15
  then
• 27:15
  I
• 27:15
  had
• 27:16
  a
• 27:16
  baby.
• 27:16
  I
• 27:16
  had
• 27:16
  to
• 27:17
  quit,
• 27:17
  and
• 27:17
  so
• 27:17
  I
• 27:17
  set
• 27:18
  up
• 27:18
  my
• 27:18
  own
• 27:18
  business.
• 27:19
  I'm
• 27:19
  like,
• 27:19
  unfortunately,
• 27:20
  that
• 27:20
  is
• 27:20
  most
• 27:21
  women
• 27:21
  I
• 27:21
  know.
• 27:22
  Like
• 27:23
  that's
• 27:23
  not
• 27:24
  an
• 27:24
  original
• 27:25
  piece.
• 27:26
  Sadly.
• 27:26
  I
• 27:26
  wish
• 27:27
  it
• 27:27
  was.
• 27:27
  I
• 27:27
  wish
• 27:28
  it
• 27:28
  was
• 27:28
  unique.
• 27:29
  It's
• 27:29
  actually
• 27:30
  a
• 27:30
  very
• 27:30
  typically
• 27:31
  global
• 27:31
  thing,
• 27:32
  so
• 27:32
  then
• 27:32
  it's
• 27:32
  putting
• 27:32
  the
• 27:33
  spin
• 27:34
  on
• 27:34
  it
• 27:34
  of
• 27:35
  you
• 27:35
  know,
• 27:35
  I
• 27:35
  was
• 27:35
  on
• 27:35
  maternity
• 27:36
  leave
• 27:36
  and
• 27:37
  actually
• 27:37
  I
• 27:38
  was
• 27:38
  at
• 27:38
  my
• 27:38
  gym
• 27:38
  class
• 27:39
  and
• 27:39
  it
• 27:39
  was
• 27:39
  the
• 27:40
  person
• 27:40
  next
• 27:40
  to
• 27:40
  me
• 27:41
  who
• 27:41
  said
• 27:41
  this,
• 27:41
  and
• 27:41
  that's
• 27:42
  what
• 27:42
  prompted
• 27:42
  me,
• 27:43
  set
• 27:43
  up
• 27:43
  my
• 27:43
  new
• 27:44
  business.
• 27:44
  And
• 27:44
  it's
• 27:45
  just
• 27:45
  getting
• 27:45
  that
• 27:46
  alternative
• 27:47
  narrative
• 27:48
  in
• 27:48
  there.
• 27:49
  I
• 27:49
  think
• 27:49
  so
• 27:50
  many
• 27:50
  people
• 27:51
  want,
• 27:52
  and
• 27:52
  I
• 27:52
  wish
• 27:53
  it
• 27:53
  worked
• 27:53
  this
• 27:53
  way
• 27:54
  as
• 27:54
  well.
• 27:54
  Their
• 27:55
  work
• 27:55
  to
• 27:55
  speak
• 27:56
  for
• 27:56
  themselves
• 27:57
  and
• 27:57
  be
• 27:57
  like,
• 27:57
  yeah,
• 27:57
  but
• 27:57
  I
• 27:57
  just
• 27:57
  do
• 27:57
  excellent
• 27:58
  work.
• 27:58
  That
• 27:58
  should,
• 27:59
  should
• 27:59
  be
• 27:59
  enough.
• 27:59
  And
• 28:00
  it
• 28:00
  can
• 28:00
  be,
• 28:01
  it
• 28:01
  absolutely
• 28:01
  can
• 28:01
  be.
• 28:02
  But
• 28:02
  then
• 28:02
  there's
• 28:03
  no
• 28:03
  pipeline
• 28:04
  or
• 28:04
  guarantee
• 28:04
  of
• 28:05
  anybody
• 28:05
  else
• 28:05
  discovering
• 28:06
  you
• 28:06
  that
• 28:06
  if
• 28:06
  you
• 28:06
  then
• 28:07
  run
• 28:07
  out
• 28:07
  of
• 28:07
  word
• 28:07
  of
• 28:08
  mouth
• 28:08
  within
• 28:08
  your
• 28:09
  your
• 28:09
  network,
• 28:10
  you
• 28:10
  do
• 28:10
  start
• 28:11
  to
• 28:11
  get
• 28:11
  a
• 28:11
  bit
• 28:11
  stumped.
• 28:12
  So
• 28:12
  I
• 28:13
  think
• 28:13
  being
• 28:13
  able
• 28:14
  to
• 28:15
  talk
• 28:15
  about
• 28:16
  why
• 28:16
  you've
• 28:16
  done
• 28:16
  the
• 28:17
  things
• 28:17
  you've
• 28:17
  done
• 28:17
  in
• 28:17
  your
• 28:17
  business.
• 28:19
  Is
• 28:19
  the
• 28:19
  kind
• 28:19
  of
• 28:20
  antidote
• 28:21
  to
• 28:21
  AI
• 28:22
  where
• 28:22
  it's
• 28:22
  just,
• 28:23
  here's
• 28:23
  how
• 28:23
  you
• 28:23
  do
• 28:24
  this,
• 28:24
  here's
• 28:24
  how
• 28:24
  you
• 28:24
  do
• 28:25
  that.
• 28:25
  Because
• 28:26
  we
• 28:26
  can
• 28:26
  just
• 28:26
  Google
• 28:26
  that.
• 28:27
  Yeah,
• 28:28
  totally.
• 28:29
  And
• 28:29
  it
• 28:29
  brings
• 28:29
  me
• 28:29
  back
• 28:29
  to
• 28:30
  a
• 28:30
  really
• 28:30
  cringe
• 28:30
  moment
• 28:31
  when
• 28:31
  in
• 28:31
  COVID
• 28:32
  I
• 28:32
  wrote
• 28:32
  a
• 28:32
  book
• 28:33
  called
• 28:33
  Your
• 28:33
  Dream
• 28:34
  Job
• 28:34
  Toolkit,
• 28:35
  and
• 28:36
  my
• 28:36
  cousin
• 28:36
  is
• 28:36
  a
• 28:37
  producer
• 28:37
  for
• 28:37
  BBC
• 28:38
  Radio
• 28:38
  London
• 28:39
  and
• 28:39
  said,
• 28:39
  I'll
• 28:39
  get
• 28:40
  you
• 28:40
  on
• 28:40
  what's
• 28:40
  your
• 28:40
  angle?
• 28:41
  And
• 28:41
  I
• 28:41
  said,
• 28:41
  well,
• 28:42
  it's
• 28:42
  COVID,
• 28:43
  everyone's
• 28:44
  losing
• 28:44
  their
• 28:44
  job.
• 28:46
  She
• 28:46
  didn't
• 28:46
  say
• 28:46
  boring
• 28:47
  to
• 28:47
  my
• 28:47
  face,
• 28:47
  but
• 28:48
  it
• 28:48
  certainly
• 28:49
  wasn't
• 28:49
  an
• 28:49
  interesting
• 28:50
  enough
• 28:50
  angle,
• 28:51
  it
• 28:51
  just
• 28:51
  being
• 28:51
  COVID
• 28:52
  and
• 28:52
  people
• 28:53
  losing
• 28:53
  their
• 28:53
  jobs.
• 28:54
  So
• 28:54
  at
• 28:54
  the
• 28:54
  time
• 28:55
  I
• 28:55
  didn't
• 28:55
  understand
• 28:56
  angles
• 28:56
  clearly.
• 28:57
  Now
• 28:57
  I
• 28:57
  would
• 28:57
  know
• 28:58
  to
• 28:58
  come
• 28:58
  up
• 28:58
  with
• 28:59
  something
• 28:59
  more
• 28:59
  interesting,
• 28:59
  but
• 29:00
  yeah,
• 29:00
  kind
• 29:00
  of
• 29:00
  cringe.
• 29:01
  No,
• 29:02
  it's
• 29:02
  not
• 29:02
  cringe
• 29:03
  I
• 29:03
  think
• 29:03
  if
• 29:03
  you
• 29:03
  don't,
• 29:04
  you
• 29:04
  don't
• 29:04
  know
• 29:04
  what
• 29:04
  you
• 29:04
  don't
• 29:05
  know.
• 29:05
  And
• 29:06
  to
• 29:06
  you,
• 29:06
  when
• 29:06
  you
• 29:06
  are
• 29:06
  working
• 29:07
  on
• 29:07
  it,
• 29:07
  you're
• 29:07
  like,
• 29:07
  oh,
• 29:07
  this
• 29:08
  is
• 29:08
  the
• 29:08
  thing.
• 29:08
  And
• 29:08
  then,
• 29:09
  you
• 29:09
  know,
• 29:10
  if
• 29:10
  you
• 29:10
  do,
• 29:10
  then
• 29:10
  go,
• 29:11
  okay,
• 29:11
  but
• 29:11
  what
• 29:11
  do
• 29:11
  I
• 29:12
  offer?
• 29:12
  What's
• 29:12
  my
• 29:13
  angle
• 29:13
  that
• 29:13
  nobody
• 29:14
  else
• 29:14
  could
• 29:14
  have?
• 29:15
  And
• 29:16
  sometimes
• 29:16
  that
• 29:16
  does
• 29:17
  overlap.
• 29:17
  Like
• 29:17
  there
• 29:18
  are
• 29:18
  a
• 29:18
  lot
• 29:18
  of
• 29:18
  other
• 29:19
  prs
• 29:20
  for
• 29:20
  small
• 29:20
  business
• 29:21
  owners
• 29:21
  out
• 29:21
  there
• 29:21
  who
• 29:22
  are
• 29:22
  teaching
• 29:22
  or
• 29:23
  other
• 29:23
  PR
• 29:24
  newsletters.
• 29:24
  But
• 29:25
  then
• 29:25
  I
• 29:25
  also
• 29:25
  have
• 29:25
  the
• 29:26
  but
• 29:27
  I've
• 29:27
  moved
• 29:27
  abroad
• 29:28
  and
• 29:28
  I
• 29:28
  have
• 29:28
  three
• 29:28
  children
• 29:29
  and
• 29:29
  I've
• 29:30
  gone
• 29:30
  from
• 29:30
  corporate
• 29:31
  to
• 29:31
  solopreneurship
• 29:32
  and
• 29:32
  I
• 29:33
  also
• 29:33
  have
• 29:34
  grown
• 29:35
  my
• 29:35
  income
• 29:35
  by
• 29:36
  exploring
• 29:36
  these
• 29:36
  other
• 29:37
  revenue
• 29:37
  streams.
• 29:38
  So
• 29:38
  it's
• 29:38
  the
• 29:38
  whole
• 29:39
  picture
• 29:39
  together
• 29:40
  that
• 29:40
  makes
• 29:41
  wanting
• 29:41
  to
• 29:42
  work
• 29:42
  with
• 29:42
  me
• 29:43
  different
• 29:43
  to
• 29:44
  some
• 29:44
  of
• 29:45
  my
• 29:45
  peers
• 29:45
  who
• 29:45
  are
• 29:45
  just
• 29:45
  as
• 29:45
  great,
• 29:46
  who
• 29:46
  are
• 29:46
  just
• 29:47
  as
• 29:47
  amazing.
• 29:48
  They
• 29:49
  will
• 29:49
  just
• 29:49
  have
• 29:49
  a
• 29:49
  different
• 29:50
  flavor
• 29:50
  palette
• 29:51
  to
• 29:51
  one
• 29:51
  I'm
• 29:52
  offering.
• 29:53
  Yeah.
• 29:53
  Such
• 29:53
  a
• 29:53
  good
• 29:54
  reminder.
• 29:54
  So
• 29:55
  you've
• 29:55
  mentioned
• 29:55
  different
• 29:56
  income
• 29:56
  streams
• 29:56
  a
• 29:56
  few
• 29:57
  times.
• 29:57
  Tell
• 29:57
  us
• 29:57
  more
• 29:58
  about
• 29:58
  how
• 29:59
  PR
• 29:59
  can
• 29:59
  help
• 30:00
  to
• 30:00
  fill
• 30:01
  those
• 30:01
  other
• 30:01
  income
• 30:01
  streams.
• 30:03
  Yeah,
• 30:03
  so
• 30:03
  I
• 30:03
  think
• 30:03
  one
• 30:04
  of
• 30:04
  the
• 30:04
  things
• 30:04
  that
• 30:04
  I've
• 30:05
  really
• 30:05
  realized
• 30:06
  is
• 30:06
  if
• 30:06
  we
• 30:06
  don't
• 30:07
  tell
• 30:07
  people
• 30:08
  what
• 30:08
  it
• 30:08
  is
• 30:08
  we
• 30:09
  do,
• 30:09
  they
• 30:10
  can't
• 30:10
  buy
• 30:10
  from
• 30:11
  us.
• 30:11
  So
• 30:11
  I'm
• 30:11
  a
• 30:11
  real
• 30:12
  big
• 30:12
  fan.
• 30:14
  I'm
• 30:14
  gonna
• 30:14
  get
• 30:14
  to
• 30:14
  the
• 30:14
  income
• 30:14
  streams.
• 30:15
  I
• 30:15
  promise
• 30:15
  I'm
• 30:16
  getting
• 30:16
  there.
• 30:16
  But
• 30:16
  like
• 30:17
  I'm
• 30:17
  a
• 30:17
  big
• 30:17
  fan
• 30:18
  of
• 30:18
  having
• 30:18
  a
• 30:18
  ways
• 30:19
  to
• 30:19
  work
• 30:19
  with
• 30:19
  me
• 30:20
  pinned
• 30:20
  post
• 30:21
  on
• 30:21
  your
• 30:21
  social
• 30:22
  media
• 30:22
  or
• 30:23
  on
• 30:23
  your
• 30:23
  LinkedIn
• 30:24
  or
• 30:24
  you
• 30:24
  know,
• 30:24
  even
• 30:25
  right
• 30:25
  up
• 30:25
  top
• 30:25
  on
• 30:25
  your
• 30:25
  website
• 30:26
  because
• 30:27
  it
• 30:27
  can
• 30:27
  often
• 30:27
  be,
• 30:27
  so,
• 30:28
  clear
• 30:28
  to
• 30:28
  us
• 30:29
  how
• 30:29
  you
• 30:29
  can
• 30:29
  work
• 30:30
  with
• 30:30
  us.
• 30:30
  But
• 30:31
  if
• 30:31
  you
• 30:31
  imagine
• 30:32
  you
• 30:32
  are
• 30:32
  a
• 30:32
  restaurant
• 30:33
  and
• 30:33
  somebody
• 30:34
  walks
• 30:34
  past
• 30:34
  and
• 30:34
  you're
• 30:35
  not
• 30:35
  there,
• 30:35
  you
• 30:36
  need
• 30:36
  that
• 30:36
  menu
• 30:37
  in
• 30:37
  the
• 30:37
  shop
• 30:37
  window
• 30:38
  so
• 30:38
  that
• 30:38
  if
• 30:38
  they
• 30:38
  wanna
• 30:38
  come
• 30:39
  back
• 30:39
  later,
• 30:39
  they
• 30:40
  know
• 30:40
  what
• 30:41
  it
• 30:41
  is
• 30:41
  that
• 30:41
  they
• 30:41
  can.
• 30:43
  And
• 30:43
  I
• 30:43
  think
• 30:44
  for
• 30:44
  me,
• 30:44
  I
• 30:45
  knew
• 30:45
  I
• 30:45
  wanted
• 30:46
  to
• 30:46
  get
• 30:46
  out
• 30:46
  of
• 30:47
  one-to-one
• 30:47
  client
• 30:48
  work.
• 30:48
  I
• 30:48
  wanted
• 30:48
  to
• 30:48
  get
• 30:49
  out
• 30:49
  of
• 30:50
  the
• 30:50
  retained
• 30:51
  agency
• 30:51
  model
• 30:52
  and
• 30:52
  I
• 30:52
  was
• 30:52
  scaling
• 30:53
  up
• 30:53
  with
• 30:53
  freelancers
• 30:54
  for
• 30:54
  bigger
• 30:54
  projects.
• 30:55
  And
• 30:55
  what
• 30:55
  started
• 30:56
  happening
• 30:56
  is
• 30:57
  every
• 30:57
  time
• 30:57
  I
• 30:57
  try
• 30:58
  to
• 30:58
  dabble
• 30:58
  in
• 30:59
  building
• 31:00
  this
• 31:00
  other
• 31:00
  arm
• 31:01
  of
• 31:01
  my
• 31:01
  business.
• 31:02
  I
• 31:02
  would
• 31:02
  feel
• 31:03
  the
• 31:03
  need
• 31:03
  to
• 31:03
  support
• 31:04
  it
• 31:04
  by
• 31:04
  taking
• 31:05
  on
• 31:05
  another
• 31:05
  client,
• 31:05
  and
• 31:06
  then
• 31:06
  I'd
• 31:06
  be
• 31:06
  taking
• 31:06
  on
• 31:07
  a
• 31:07
  team
• 31:07
  and
• 31:07
  then
• 31:07
  all
• 31:07
  of
• 31:07
  a
• 31:07
  sudden
• 31:08
  I
• 31:08
  was
• 31:08
  like,
• 31:08
  hold
• 31:08
  on
• 31:08
  a
• 31:08
  minute.
• 31:09
  I've
• 31:09
  suddenly
• 31:09
  grown
• 31:09
  into
• 31:10
  a
• 31:10
  micro
• 31:10
  agency
• 31:11
  again,
• 31:11
  which
• 31:11
  is
• 31:11
  not
• 31:12
  what
• 31:12
  I
• 31:13
  meant
• 31:13
  to
• 31:13
  be
• 31:13
  doing.
• 31:14
  So
• 31:15
  like
• 31:15
  when
• 31:15
  I
• 31:15
  set
• 31:16
  up
• 31:16
  my
• 31:16
  business,
• 31:16
  I
• 31:16
  had
• 31:17
  three
• 31:17
  months
• 31:18
  savings
• 31:19
  in
• 31:19
  the
• 31:19
  bank
• 31:20
  and
• 31:20
  I
• 31:20
  was
• 31:21
  like,
• 31:21
  I've
• 31:22
  three
• 31:22
  months
• 31:23
  worth
• 31:23
  of
• 31:23
  income,
• 31:24
  covered.
• 31:24
  I
• 31:25
  was
• 31:25
  like,
• 31:25
  I'm
• 31:25
  gonna
• 31:25
  give
• 31:25
  myself
• 31:26
  a
• 31:26
  run
• 31:26
  of
• 31:26
  three
• 31:26
  months
• 31:27
  to
• 31:28
  try
• 31:28
  and
• 31:28
  make
• 31:29
  some
• 31:29
  income.
• 31:30
  And
• 31:30
  that
• 31:30
  was
• 31:30
  to
• 31:30
  get
• 31:30
  my
• 31:31
  own
• 31:31
  clients
• 31:31
  but
• 31:32
  I
• 31:32
  had
• 31:32
  the
• 31:32
  backup
• 31:32
  plan
• 31:33
  of
• 31:33
  if
• 31:34
  I
• 31:34
  can't
• 31:34
  get
• 31:34
  my
• 31:34
  own
• 31:34
  clients,
• 31:35
  I
• 31:35
  can
• 31:35
  either
• 31:36
  freelance
• 31:37
  with
• 31:37
  some
• 31:37
  other
• 31:38
  PR
• 31:38
  agencies,
• 31:39
  or
• 31:39
  I'll
• 31:39
  go
• 31:39
  back
• 31:40
  into
• 31:40
  agency
• 31:41
  land.
• 31:41
  So
• 31:41
  I
• 31:41
  always,
• 31:42
  in
• 31:42
  everything
• 31:42
  I
• 31:43
  do
• 31:43
  in
• 31:43
  my
• 31:43
  life,
• 31:43
  I
• 31:43
  always
• 31:44
  have
• 31:44
  a
• 31:44
  plan
• 31:44
  B
• 31:44
  and
• 31:44
  plan
• 31:45
  C
• 31:45
  there.
• 31:47
  And
• 31:47
  then
• 31:47
  when
• 31:47
  I
• 31:48
  moved
• 31:48
  to
• 31:48
  France,
• 31:49
  I
• 31:49
  was
• 31:49
  like,
• 31:49
  okay,
• 31:50
  I've
• 31:50
  got
• 31:50
  this
• 31:50
  opportunity
• 31:51
  to
• 31:51
  start
• 31:52
  again.
• 31:53
  And
• 31:53
  so
• 31:53
  you
• 31:53
  might
• 31:53
  be
• 31:53
  going,
• 31:54
  well,
• 31:54
  why
• 31:54
  did
• 31:54
  you
• 31:54
  give
• 31:54
  yourself
• 31:54
  three
• 31:55
  months
• 31:55
  the
• 31:55
  first
• 31:55
  time
• 31:55
  around
• 31:56
  in
• 31:56
  three
• 31:56
  years
• 31:56
  this
• 31:56
  time?
• 31:57
  And
• 31:57
  I
• 31:57
  guess
• 31:57
  the
• 31:57
  difference
• 31:57
  was,
• 31:58
  is
• 31:58
  that
• 31:58
  I
• 31:58
  had
• 31:59
  these
• 31:59
  other
• 31:59
  income
• 32:00
  streams,
• 32:01
  some
• 32:01
  of
• 32:01
  which
• 32:01
  I
• 32:01
  cultivated,
• 32:02
  some
• 32:02
  of
• 32:02
  which
• 32:03
  came
• 32:03
  naturally,
• 32:04
  but
• 32:04
  that
• 32:05
  gave
• 32:05
  me
• 32:05
  the
• 32:05
  freedom
• 32:06
  to
• 32:06
  play
• 32:07
  around
• 32:07
  with
• 32:08
  what
• 32:08
  I
• 32:08
  wanted
• 32:08
  to
• 32:09
  be
• 32:09
  the
• 32:09
  dominant
• 32:10
  side
• 32:10
  of
• 32:10
  my
• 32:10
  business.
• 32:11
  So
• 32:11
  for
• 32:11
  me,
• 32:12
  growing
• 32:13
  different
• 32:13
  income
• 32:13
  streams
• 32:14
  is
• 32:14
  really
• 32:14
  important.
• 32:15
  And
• 32:15
  I
• 32:16
  also,
• 32:17
  I've
• 32:17
  spoken
• 32:17
  about
• 32:17
  in
• 32:18
  the
• 32:18
  past,
• 32:18
  I
• 32:18
  don't
• 32:18
  speak
• 32:19
  about
• 32:19
  as
• 32:19
  much
• 32:19
  now,
• 32:20
  but
• 32:20
  one
• 32:20
  of
• 32:20
  my
• 32:21
  children
• 32:21
  was
• 32:21
  born
• 32:21
  with
• 32:22
  a
• 32:22
  congenital
• 32:22
  heart
• 32:22
  defect,
• 32:23
  and
• 32:23
  I
• 32:23
  was
• 32:24
  expecting
• 32:25
  us.
• 32:25
  It
• 32:25
  hasn't
• 32:25
  happened
• 32:26
  yet.
• 32:27
  Maybe
• 32:27
  it
• 32:28
  never
• 32:28
  will,
• 32:28
  but
• 32:29
  we
• 32:29
  were
• 32:29
  expecting
• 32:30
  to
• 32:30
  have
• 32:30
  some
• 32:30
  more
• 32:30
  open
• 32:31
  heart
• 32:31
  surgery
• 32:32
  for
• 32:32
  him.
• 32:33
  So
• 32:33
  I
• 32:33
  also
• 32:34
  wanted
• 32:34
  to
• 32:34
  have
• 32:35
  a
• 32:35
  bit
• 32:35
  more
• 32:35
  of
• 32:36
  a
• 32:36
  flexible
• 32:36
  working
• 32:37
  model
• 32:37
  in
• 32:37
  place
• 32:38
  so
• 32:38
  that
• 32:39
  I
• 32:39
  could
• 32:39
  press
• 32:39
  pause
• 32:40
  rather
• 32:41
  than
• 32:42
  have
• 32:42
  all
• 32:42
  this
• 32:42
  work
• 32:42
  lined
• 32:43
  up.
• 32:43
  So
• 32:43
  there
• 32:43
  was
• 32:43
  kind
• 32:43
  of
• 32:43
  the
• 32:43
  personal
• 32:44
  and
• 32:44
  the
• 32:44
  professional
• 32:45
  reasons
• 32:45
  why
• 32:46
  I
• 32:46
  wanted
• 32:46
  different
• 32:47
  income
• 32:47
  streams.
• 32:47
  So
• 32:48
  it
• 32:48
  started
• 32:48
  with,
• 32:49
  dabbling
• 32:50
  in
• 32:50
  online
• 32:50
  courses.
• 32:52
  And
• 32:52
  then
• 32:52
  I
• 32:53
  actually,
• 32:54
  when
• 32:54
  I
• 32:54
  was
• 32:54
  writing
• 32:54
  my
• 32:55
  book.
• 32:56
  The
• 32:56
  book
• 32:56
  in
• 32:56
  a
• 32:56
  way
• 32:57
  was
• 32:57
  a
• 32:57
  source
• 32:58
  of
• 32:58
  income.
• 32:59
  It's
• 32:59
  not
• 32:59
  a
• 33:00
  huge
• 33:00
  source
• 33:00
  of
• 33:00
  income,
• 33:01
  but
• 33:01
  I
• 33:01
  would
• 33:01
  say
• 33:02
  over
• 33:02
  a
• 33:02
  couple
• 33:02
  of
• 33:02
  years
• 33:03
  that's
• 33:03
  generated
• 33:04
  maybe
• 33:04
  about
• 33:04
  15,000
• 33:05
  pounds,
• 33:06
  like
• 33:06
  over
• 33:06
  three
• 33:06
  to
• 33:06
  four
• 33:07
  years,
• 33:08
  but
• 33:08
  it's
• 33:08
  opened
• 33:09
  doors
• 33:09
  to
• 33:09
  other
• 33:10
  opportunities.
• 33:10
  So
• 33:11
  a
• 33:11
  lot
• 33:11
  of
• 33:11
  people
• 33:11
  might
• 33:11
  read
• 33:11
  the
• 33:12
  book
• 33:12
  and
• 33:12
  then
• 33:12
  book
• 33:13
  me
• 33:13
  for
• 33:13
  a
• 33:13
  one
• 33:13
  to
• 33:13
  one
• 33:14
  coaching
• 33:14
  call,
• 33:15
  like
• 33:15
  one
• 33:15
  off.
• 33:17
  Or
• 33:17
  I've
• 33:17
  had
• 33:17
  like
• 33:18
  brands
• 33:18
  come
• 33:19
  or
• 33:19
  workshop,
• 33:20
  workspaces,
• 33:21
  accelerators,
• 33:22
  universities
• 33:22
  who've
• 33:23
  then
• 33:23
  asked
• 33:23
  me
• 33:23
  to
• 33:23
  come
• 33:24
  in
• 33:24
  and
• 33:24
  talk
• 33:24
  about
• 33:25
  the
• 33:25
  themes
• 33:25
  around
• 33:26
  the
• 33:26
  book.
• 33:27
  So
• 33:27
  the
• 33:27
  book
• 33:28
  was
• 33:28
  actually
• 33:28
  a
• 33:28
  really
• 33:28
  good
• 33:29
  kind
• 33:29
  of
• 33:29
  calling
• 33:29
  party
• 33:30
  to
• 33:31
  other
• 33:31
  things.
• 33:31
  My
• 33:31
  issue
• 33:32
  with
• 33:32
  online
• 33:32
  courses
• 33:33
  is
• 33:33
  if
• 33:33
  they're
• 33:33
  evergreen.
• 33:35
  Which
• 33:35
  is
• 33:35
  a
• 33:35
  little
• 33:36
  bit
• 33:36
  like
• 33:36
  my
• 33:36
  newsletter
• 33:36
  now,
• 33:37
  you
• 33:37
  have
• 33:37
  to
• 33:37
  find
• 33:37
  that
• 33:37
  energy
• 33:38
  to
• 33:38
  always
• 33:38
  be
• 33:39
  selling.
• 33:40
  And
• 33:40
  when
• 33:40
  you
• 33:40
  open
• 33:40
  and
• 33:41
  close
• 33:41
  it,
• 33:41
  it
• 33:41
  can
• 33:41
  also
• 33:42
  be
• 33:42
  quite
• 33:42
  draining
• 33:43
  to
• 33:43
  have
• 33:43
  this
• 33:43
  big
• 33:43
  launch
• 33:44
  moment
• 33:44
  and
• 33:44
  this
• 33:45
  big
• 33:45
  closing
• 33:46
  moment.
• 33:46
  And
• 33:46
  I
• 33:46
  think
• 33:47
  we
• 33:47
  don't
• 33:47
  always
• 33:47
  give
• 33:48
  ourselves
• 33:48
  enough
• 33:48
  time
• 33:49
  to
• 33:49
  do
• 33:49
  it.
• 33:50
  And
• 33:50
  I
• 33:50
  do
• 33:50
  see
• 33:50
  a
• 33:50
  lot
• 33:51
  of
• 33:51
  people
• 33:51
  in
• 33:51
  the
• 33:51
  service
• 33:52
  based
• 33:52
  world,
• 33:53
  giving
• 33:53
  so
• 33:54
  much
• 33:54
  trying
• 33:54
  to
• 33:54
  sell
• 33:55
  that
• 33:55
  when
• 33:55
  they
• 33:56
  actually
• 33:56
  then
• 33:56
  have
• 33:56
  to
• 33:57
  deliver
• 33:57
  the
• 33:58
  actual
• 33:58
  learning
• 33:59
  part
• 33:59
  of
• 33:59
  it,
• 33:59
  they're
• 33:59
  quite
• 34:00
  burnt
• 34:00
  out.
• 34:00
  So
• 34:01
  I
• 34:01
  think
• 34:01
  they're
• 34:01
  trying
• 34:02
  to
• 34:02
  find
• 34:02
  a
• 34:02
  way
• 34:03
  of
• 34:03
  selling
• 34:04
  that
• 34:04
  course
• 34:05
  or
• 34:05
  the
• 34:05
  evergreen
• 34:05
  model
• 34:06
  that
• 34:07
  you
• 34:07
  know,
• 34:07
  it
• 34:07
  can
• 34:07
  be
• 34:08
  hard.
• 34:08
  And
• 34:08
  actually
• 34:08
  for
• 34:09
  me
• 34:09
  now,
• 34:09
  I
• 34:09
  do
• 34:10
  have
• 34:10
  the
• 34:10
  newsletter
• 34:10
  all
• 34:11
  year
• 34:11
  round,
• 34:11
  but
• 34:11
  I
• 34:11
  plan
• 34:12
  out
• 34:12
  my
• 34:12
  year
• 34:12
  and
• 34:12
  I'm
• 34:13
  like,
• 34:13
  these
• 34:13
  are
• 34:13
  the
• 34:13
  key
• 34:14
  moments
• 34:15
  that
• 34:15
  I'm
• 34:15
  gonna
• 34:16
  push.
• 34:16
  So
• 34:16
  maybe
• 34:17
  there's
• 34:17
  a
• 34:17
  freebie,
• 34:17
  maybe
• 34:18
  there's
• 34:18
  a
• 34:18
  great
• 34:18
  live
• 34:19
  class
• 34:19
  coming
• 34:20
  up,
• 34:20
  or
• 34:20
  like
• 34:20
  I
• 34:21
  give
• 34:21
  myself
• 34:21
  key
• 34:21
  moments,
• 34:22
  but
• 34:22
  I'm
• 34:22
  really
• 34:22
  gonna
• 34:23
  push
• 34:24
  at
• 34:24
  this
• 34:24
  time
• 34:25
  so
• 34:25
  that
• 34:25
  I
• 34:25
  still
• 34:26
  have
• 34:26
  it.
• 34:26
  Same
• 34:26
  with
• 34:26
  my
• 34:27
  book
• 34:27
  as
• 34:27
  well,
• 34:27
  even
• 34:28
  the
• 34:28
  books,
• 34:29
  six
• 34:29
  years
• 34:30
  old
• 34:30
  now,
• 34:30
  so
• 34:30
  I
• 34:30
  still
• 34:31
  do
• 34:32
  okay.
• 34:32
  This
• 34:32
  is
• 34:32
  gonna
• 34:33
  be,
• 34:33
  a
• 34:33
  week
• 34:34
  where
• 34:34
  I
• 34:34
  do
• 34:34
  a
• 34:34
  lot
• 34:34
  on
• 34:35
  the
• 34:35
  book
• 34:35
  just
• 34:35
  to
• 34:35
  remind
• 34:36
  people
• 34:36
  and
• 34:36
  to
• 34:36
  get
• 34:37
  it
• 34:37
  back
• 34:37
  out
• 34:37
  there.
• 34:38
  But
• 34:38
  actually
• 34:40
  I
• 34:40
  think
• 34:40
  again,
• 34:40
  it
• 34:41
  is
• 34:41
  back
• 34:41
  to
• 34:41
  this
• 34:41
  audacious
• 34:42
  goals
• 34:42
  thing.
• 34:42
  I
• 34:42
  think
• 34:43
  I
• 34:43
  started
• 34:43
  off
• 34:43
  just
• 34:43
  being
• 34:44
  like,
• 34:44
  I
• 34:44
  wanna
• 34:44
  get
• 34:44
  on
• 34:44
  big
• 34:45
  podcasts.
• 34:45
  Who's
• 34:45
  got
• 34:46
  a
• 34:46
  podcast?
• 34:47
  Do
• 34:47
  anyone
• 34:47
  in
• 34:47
  my
• 34:47
  audience
• 34:48
  have
• 34:48
  a
• 34:48
  podcast?
• 34:49
  I
• 34:49
  did
• 34:49
  a
• 34:49
  call
• 34:50
  out
• 34:50
  in
• 34:50
  the
• 34:50
  newsletter
• 34:51
  saying
• 34:51
  I
• 34:51
  wanted
• 34:51
  to
• 34:52
  do
• 34:53
  more,
• 34:54
  workshops
• 34:54
  and
• 34:55
  then
• 34:55
  people
• 34:55
  came
• 34:55
  back
• 34:55
  to
• 34:56
  me
• 34:56
  from
• 34:56
  that.
• 34:57
  I
• 34:57
  had,
• 34:58
  this
• 34:58
  epiphany
• 34:59
  last
• 34:59
  year
• 34:59
  that
• 34:59
  I
• 34:59
  actually
• 35:00
  live
• 35:00
  in
• 35:00
  a
• 35:00
  part
• 35:00
  of
• 35:01
  France
• 35:01
  where
• 35:01
  there's
• 35:01
  loads
• 35:02
  of
• 35:02
  retreats.
• 35:02
  And
• 35:02
  instead
• 35:03
  of
• 35:03
  having
• 35:04
  to
• 35:04
  put
• 35:04
  on
• 35:04
  my
• 35:04
  own
• 35:04
  retreat,
• 35:05
  I
• 35:05
  could
• 35:05
  maybe
• 35:05
  guest
• 35:06
  speak
• 35:06
  at
• 35:06
  somebody
• 35:07
  else's
• 35:07
  so
• 35:07
  I
• 35:07
  could
• 35:08
  still
• 35:08
  get
• 35:09
  to
• 35:09
  explore
• 35:09
  different
• 35:09
  parts
• 35:10
  of
• 35:10
  France,
• 35:10
  but
• 35:10
  just
• 35:11
  show
• 35:11
  up,
• 35:11
  do
• 35:12
  my
• 35:12
  thing
• 35:12
  and,
• 35:12
  and
• 35:13
  leave.
• 35:13
  And
• 35:13
  that
• 35:13
  led
• 35:14
  to.
• 35:14
  An
• 35:15
  American
• 35:15
  reader,
• 35:16
  connected
• 35:16
  me
• 35:17
  with
• 35:17
  somebody
• 35:17
  else
• 35:17
  he
• 35:18
  knew
• 35:18
  who
• 35:18
  was
• 35:18
  doing
• 35:18
  a
• 35:19
  retreat
• 35:19
  in
• 35:19
  Provence.
• 35:20
  So
• 35:20
  I
• 35:20
  got
• 35:20
  to
• 35:20
  do
• 35:21
  a
• 35:21
  guest
• 35:22
  after
• 35:22
  dinner
• 35:22
  talk
• 35:23
  last
• 35:23
  year.
• 35:24
  Obviously
• 35:25
  now
• 35:25
  I
• 35:25
  do
• 35:26
  my
• 35:26
  own,
• 35:26
  creative
• 35:27
  writing
• 35:27
  retreats,
• 35:28
  which
• 35:29
  that
• 35:29
  came
• 35:29
  about
• 35:30
  because
• 35:31
  when
• 35:31
  I
• 35:31
  first
• 35:32
  moved
• 35:32
  to
• 35:32
  France,
• 35:32
  I
• 35:32
  did
• 35:32
  a
• 35:33
  phone
• 35:33
  call
• 35:33
  with
• 35:34
  another
• 35:34
  self-employed
• 35:35
  woman
• 35:35
  who
• 35:35
  had
• 35:36
  moved
• 35:36
  to
• 35:36
  France
• 35:36
  and
• 35:37
  we
• 35:37
  were
• 35:37
  just
• 35:37
  sharing
• 35:38
  tips
• 35:38
  on
• 35:38
  doing
• 35:39
  it.
• 35:39
  And
• 35:40
  then
• 35:40
  she
• 35:40
  runs
• 35:40
  these
• 35:41
  coworking,
• 35:42
  holidays
• 35:42
  in
• 35:42
  the
• 35:42
  summer
• 35:43
  for
• 35:43
  families
• 35:43
  where
• 35:44
  you
• 35:44
  get
• 35:44
  three
• 35:44
  hours
• 35:44
  free
• 35:45
  childcare
• 35:45
  every
• 35:45
  day.
• 35:46
  And
• 35:46
  we
• 35:46
  were
• 35:46
  just
• 35:47
  chatting
• 35:47
  and
• 35:47
  I
• 35:47
  said,
• 35:48
  oh,
• 35:48
  I
• 35:48
  want
• 35:48
  to
• 35:48
  do
• 35:48
  more
• 35:48
  in
• 35:49
  France,
• 35:49
  but
• 35:49
  I'm
• 35:49
  not
• 35:49
  French
• 35:50
  enough
• 35:50
  to
• 35:50
  do
• 35:50
  it
• 35:50
  in
• 35:50
  French
• 35:51
  yet
• 35:51
  and
• 35:52
  I
• 35:52
  don't
• 35:52
  wanna
• 35:52
  be
• 35:52
  too
• 35:52
  much
• 35:53
  in
• 35:53
  the
• 35:53
  expat
• 35:54
  land.
• 35:54
  And
• 35:54
  she
• 35:55
  was
• 35:55
  like,
• 35:55
  actually,
• 35:55
  we
• 35:55
  wanna
• 35:55
  do
• 35:56
  a
• 35:56
  creative
• 35:56
  writing
• 35:56
  retreat
• 35:57
  here.
• 35:57
  Do
• 35:57
  you
• 35:57
  wanna
• 35:58
  do
• 35:58
  something
• 35:58
  here?
• 35:58
  And
• 35:59
  so
• 35:59
  think
• 36:00
  sometimes
• 36:00
  just
• 36:01
  kind
• 36:01
  of
• 36:01
  telling
• 36:02
  people,
• 36:02
  this
• 36:03
  is
• 36:03
  what
• 36:03
  I'd
• 36:03
  like
• 36:03
  to
• 36:03
  do.
• 36:05
  It's
• 36:05
  really
• 36:05
  underestimated
• 36:06
  as
• 36:06
  a
• 36:06
  PR
• 36:07
  tool.
• 36:08
  So
• 36:08
  for
• 36:08
  me
• 36:09
  it's,
• 36:09
  it
• 36:10
  just
• 36:10
  gives
• 36:10
  you
• 36:10
  that
• 36:10
  freedom
• 36:11
  and
• 36:11
  flexibility
• 36:12
  to
• 36:12
  use
• 36:12
  your
• 36:13
  skills
• 36:13
  in
• 36:13
  a
• 36:13
  different
• 36:14
  way
• 36:15
  whilst
• 36:15
  you
• 36:15
  maybe
• 36:15
  wanna
• 36:16
  change
• 36:16
  your
• 36:16
  business
• 36:17
  model
• 36:17
  or
• 36:18
  do
• 36:18
  something
• 36:18
  else,
• 36:19
  with
• 36:19
  your
• 36:19
  work.
• 36:20
  Yeah,
• 36:21
  I
• 36:21
  think
• 36:21
  it's
• 36:21
  a
• 36:21
  real
• 36:22
  skill
• 36:22
  that
• 36:22
  you've
• 36:23
  got
• 36:23
  to
• 36:23
  be
• 36:23
  able
• 36:23
  to
• 36:24
  just
• 36:24
  keep
• 36:24
  sharing
• 36:25
  what
• 36:25
  you
• 36:25
  want.
• 36:26
  And
• 36:26
  even
• 36:27
  the
• 36:27
  example
• 36:27
  of
• 36:28
  how
• 36:28
  you
• 36:28
  got
• 36:28
  into
• 36:29
  this
• 36:29
  podcast,
• 36:29
  for
• 36:29
  example,
• 36:30
  you
• 36:31
  know,
• 36:31
  most
• 36:31
  of
• 36:31
  us
• 36:32
  just
• 36:32
  don't
• 36:32
  think
• 36:33
  that
• 36:33
  way
• 36:33
  of
• 36:33
  like,
• 36:33
  oh,
• 36:34
  how
• 36:34
  did
• 36:34
  that
• 36:34
  happen?
• 36:34
  Let
• 36:34
  me
• 36:35
  tell
• 36:35
  the
• 36:35
  story.
• 36:36
  Any
• 36:36
  tips
• 36:36
  on
• 36:36
  how
• 36:37
  we
• 36:37
  can
• 36:37
  remember
• 36:38
  those
• 36:38
  moments
• 36:38
  enough
• 36:39
  to
• 36:39
  communicate
• 36:39
  them?
• 36:41
  I
• 36:41
  guess
• 36:41
  I
• 36:41
  think
• 36:41
  about
• 36:41
  any
• 36:42
  PR
• 36:43
  moment
• 36:43
  as
• 36:43
  like
• 36:43
  the
• 36:44
  Holy
• 36:44
  Trinity.
• 36:45
  Most
• 36:45
  of
• 36:45
  us
• 36:46
  focus
• 36:46
  on
• 36:46
  the
• 36:46
  end
• 36:47
  and
• 36:47
  then
• 36:47
  you
• 36:48
  do
• 36:48
  it
• 36:48
  once.
• 36:49
  Whereas
• 36:49
  I'm
• 36:49
  very
• 36:49
  much
• 36:50
  like,
• 36:50
  this
• 36:50
  is
• 36:50
  the
• 36:50
  pre,
• 36:51
  so
• 36:51
  this
• 36:51
  is
• 36:51
  like
• 36:51
  what's
• 36:51
  happening
• 36:52
  behind
• 36:52
  the
• 36:52
  scenes.
• 36:53
  This
• 36:54
  is
• 36:54
  the
• 36:54
  during,
• 36:55
  so,
• 36:55
  I
• 36:55
  nearly
• 36:56
  took
• 36:56
  a
• 36:56
  photo
• 36:56
  of
• 36:56
  myself
• 36:57
  before
• 36:57
  the
• 36:57
  session.
• 36:57
  I
• 36:57
  was
• 36:58
  like,
• 36:58
  no,
• 36:58
  I'm
• 36:58
  gonna
• 36:58
  wait
• 36:58
  till
• 36:58
  Jonathan,
• 36:59
  I'll
• 36:59
  take
• 36:59
  a
• 36:59
  photo
• 37:00
  so
• 37:00
  I
• 37:00
  can
• 37:01
  take
• 37:01
  it
• 37:01
  on
• 37:01
  Instagram.
• 37:01
  Just
• 37:02
  to
• 37:02
  be
• 37:02
  like,
• 37:02
  this
• 37:02
  is
• 37:02
  what
• 37:02
  I've
• 37:02
  done
• 37:03
  for
• 37:03
  the
• 37:03
  last
• 37:03
  hour.
• 37:04
  Then
• 37:05
  there's
• 37:05
  after.
• 37:05
  And
• 37:06
  I
• 37:06
  think
• 37:06
  people
• 37:07
  are
• 37:07
  so
• 37:08
  guilty
• 37:08
  of
• 37:08
  sharing
• 37:09
  once,
• 37:09
  maybe
• 37:10
  feeling
• 37:10
  a
• 37:10
  bit
• 37:10
  awkward
• 37:11
  about
• 37:11
  sharing
• 37:12
  or
• 37:12
  don't
• 37:12
  really
• 37:12
  know
• 37:12
  how
• 37:13
  to
• 37:13
  share
• 37:13
  it,
• 37:13
  and
• 37:13
  then
• 37:14
  you
• 37:14
  never
• 37:15
  see
• 37:15
  the
• 37:15
  light
• 37:15
  a
• 37:15
  day
• 37:16
  ever
• 37:17
  again.
• 37:17
  So
• 37:18
  actually
• 37:18
  I
• 37:18
  think
• 37:18
  it's
• 37:18
  really
• 37:18
  nice
• 37:19
  to
• 37:19
  have
• 37:19
  moments
• 37:20
  to
• 37:20
  be
• 37:20
  like,
• 37:20
  oh,
• 37:20
  actually,
• 37:20
  a
• 37:21
  year
• 37:21
  ago
• 37:21
  I
• 37:21
  did
• 37:21
  this,
• 37:22
  or
• 37:22
  six
• 37:22
  months
• 37:22
  ago
• 37:22
  I
• 37:22
  did
• 37:23
  that
• 37:23
  and
• 37:23
  reshare
• 37:24
  it.
• 37:24
  And
• 37:24
  the
• 37:24
  likelihood
• 37:25
  is
• 37:25
  even
• 37:26
  if
• 37:26
  you
• 37:26
  campaign
• 37:27
  on
• 37:27
  a
• 37:27
  bit
• 37:27
  of
• 37:27
  promo,
• 37:28
  it's
• 37:28
  unlikely
• 37:29
  that
• 37:29
  your
• 37:29
  audience
• 37:30
  is
• 37:30
  gonna
• 37:30
  see
• 37:30
  it
• 37:31
  all
• 37:31
  anyway.
• 37:32
  I
• 37:33
  also
• 37:33
  think
• 37:34
  it's
• 37:35
  actually
• 37:35
  getting
• 37:36
  really
• 37:36
  comfortable
• 37:37
  with
• 37:37
  repeating
• 37:38
  yourself,
• 37:39
  which
• 37:39
  as
• 37:39
  mothers
• 37:40
  we
• 37:40
  should
• 37:40
  be
• 37:40
  quite
• 37:41
  good
• 37:41
  at.
• 37:41
  Because,
• 37:41
  you
• 37:41
  know,
• 37:42
  we're
• 37:42
  constantly
• 37:43
  putting
• 37:43
  coat
• 37:43
  on,
• 37:43
  put
• 37:43
  your
• 37:43
  shoes,
• 37:44
  you
• 37:45
  know,
• 37:45
  I
• 37:45
  think
• 37:46
  we
• 37:46
  underestimate
• 37:47
  the
• 37:48
  importance
• 37:48
  of
• 37:48
  repetition
• 37:49
  and
• 37:50
  to
• 37:50
  you.
• 37:51
  I
• 37:51
  remember
• 37:52
  the
• 37:52
  first
• 37:52
  time
• 37:52
  I
• 37:52
  started
• 37:53
  doing
• 37:53
  podcast,
• 37:53
  I
• 37:53
  was
• 37:53
  like,
• 37:54
  I'm
• 37:54
  just
• 37:54
  telling
• 37:54
  the
• 37:54
  same
• 37:54
  story
• 37:55
  every
• 37:55
  time,
• 37:56
  but
• 37:57
  actually.
• 37:58
  I'm
• 37:58
  gonna
• 37:58
  go
• 37:58
  back
• 37:59
  to
• 37:59
  my
• 37:59
  idol
• 37:59
  Ru
• 38:00
  Paul.
• 38:00
  Now
• 38:01
  if
• 38:01
  you
• 38:01
  go,
• 38:01
  if
• 38:01
  you
• 38:01
  lo
• 38:01
  watch
• 38:02
  any
• 38:02
  press
• 38:02
  interview
• 38:03
  with
• 38:03
  RuPaul
• 38:03
  from
• 38:03
  RuPaul's
• 38:04
  Drag
• 38:04
  Race,
• 38:04
  it
• 38:05
  is
• 38:05
  the
• 38:05
  same
• 38:05
  stories
• 38:06
  like
• 38:06
  he
• 38:06
  will
• 38:07
  tell
• 38:07
  a
• 38:07
  story
• 38:07
  about
• 38:08
  his
• 38:08
  sisters
• 38:09
  and
• 38:10
  sitting
• 38:10
  down
• 38:10
  in
• 38:10
  the
• 38:10
  garden
• 38:11
  and
• 38:11
  getting
• 38:11
  a
• 38:11
  blanket
• 38:12
  out
• 38:12
  and
• 38:12
  them
• 38:12
  saying
• 38:13
  to
• 38:13
  him,
• 38:13
  this
• 38:13
  is
• 38:13
  a
• 38:13
  picnic.
• 38:15
  So
• 38:15
  you
• 38:15
  feel
• 38:15
  like
• 38:15
  you
• 38:15
  get
• 38:16
  this
• 38:16
  insight
• 38:16
  into
• 38:17
  his
• 38:17
  life,
• 38:18
  but
• 38:18
  it's
• 38:18
  the
• 38:18
  same
• 38:19
  story.
• 38:19
  Doesn't
• 38:20
  matter
• 38:20
  if
• 38:20
  he's
• 38:20
  on
• 38:20
  masterclass
• 38:21
  or
• 38:22
  he's
• 38:22
  on
• 38:23
  an
• 38:23
  American
• 38:23
  newspaper
• 38:24
  interview.
• 38:25
  So
• 38:25
  I
• 38:25
  think
• 38:26
  there's
• 38:26
  this
• 38:26
  sort
• 38:26
  of
• 38:26
  element
• 38:27
  of
• 38:28
  as
• 38:28
  well
• 38:28
  in
• 38:28
  protecting
• 38:29
  yourself
• 38:29
  and
• 38:29
  having
• 38:29
  these
• 38:29
  guardrails
• 38:30
  of
• 38:30
  knowing,
• 38:30
  okay,
• 38:31
  these
• 38:31
  are
• 38:31
  the
• 38:31
  sort
• 38:31
  of
• 38:31
  stories
• 38:32
  that
• 38:32
  I'm
• 38:32
  happy
• 38:32
  to
• 38:32
  talk
• 38:32
  about
• 38:33
  and
• 38:34
  these
• 38:34
  things
• 38:34
  over
• 38:34
  here
• 38:35
  are
• 38:35
  private
• 38:35
  and
• 38:35
  just
• 38:35
  for
• 38:36
  me.
• 38:37
  Yeah.
• 38:38
  Love
• 38:38
  it.
• 38:38
  And
• 38:38
  it's
• 38:39
  so
• 38:39
  true.
• 38:39
  There's
• 38:39
  a
• 38:39
  podcast
• 38:40
  I
• 38:40
  listen
• 38:40
  to
• 38:40
  and
• 38:41
  this
• 38:41
  woman
• 38:41
  says
• 38:41
  the
• 38:41
  same
• 38:42
  phrases
• 38:42
  in
• 38:43
  nearly
• 38:43
  all
• 38:43
  of
• 38:43
  her
• 38:43
  episodes
• 38:44
  and
• 38:44
  I
• 38:44
  love
• 38:44
  it
• 38:45
  'cause
• 38:45
  I
• 38:45
  get
• 38:45
  to
• 38:45
  say
• 38:45
  it
• 38:45
  out
• 38:46
  loud
• 38:46
  in
• 38:46
  the
• 38:46
  car.
• 38:47
  I'm
• 38:47
  like,
• 38:47
  I
• 38:47
  know.
• 38:47
  I
• 38:47
  know
• 38:47
  what's
• 38:48
  coming
• 38:48
  next.
• 38:48
  You
• 38:48
  get
• 38:48
  quite
• 38:49
  excited
• 38:49
  about
• 38:50
  knowing
• 38:50
  the
• 38:50
  phrases,
• 38:51
  so
• 38:51
  it
• 38:52
  is
• 38:52
  a
• 38:52
  great
• 38:52
  reminder
• 38:53
  about
• 38:53
  repetition.
• 38:54
  So
• 38:55
  do
• 38:55
  you
• 38:55
  think
• 38:55
  anything
• 38:55
  has
• 38:56
  changed
• 38:56
  in
• 38:57
  pitching
• 38:58
  for
• 38:58
  PR
• 38:58
  versus
• 38:59
  say,
• 38:59
  five
• 38:59
  years
• 39:00
  ago?
• 39:02
  Yeah,
• 39:02
  I
• 39:02
  would
• 39:03
  say.
• 39:05
  A
• 39:05
  few
• 39:05
  things.
• 39:05
  One
• 39:06
  is
• 39:06
  that
• 39:06
  the
• 39:06
  press
• 39:07
  landscape
• 39:08
  has
• 39:08
  shrunk
• 39:08
  even
• 39:09
  more
• 39:09
  like
• 39:09
  traditional
• 39:09
  press.
• 39:11
  I
• 39:11
  see
• 39:11
  a
• 39:11
  lot
• 39:11
  more
• 39:11
  freelancers
• 39:12
  now,
• 39:12
  which
• 39:12
  again,
• 39:13
  I
• 39:13
  think
• 39:13
  it's
• 39:13
  even
• 39:14
  better
• 39:14
  for
• 39:14
  us
• 39:14
  as
• 39:15
  individuals
• 39:15
  because
• 39:16
  we
• 39:17
  can
• 39:17
  find
• 39:18
  freelancers
• 39:18
  a
• 39:18
  lot
• 39:18
  more
• 39:19
  easily,
• 39:19
  or
• 39:19
  freelancers
• 39:20
  are
• 39:20
  putting
• 39:20
  call
• 39:20
  outs,
• 39:21
  a
• 39:21
  lot
• 39:21
  more
• 39:22
  for
• 39:22
  requests
• 39:22
  for
• 39:22
  information.
• 39:24
  So
• 39:24
  I
• 39:24
  think
• 39:24
  that's
• 39:25
  one
• 39:25
  of
• 39:25
  the
• 39:25
  things.
• 39:25
  The
• 39:25
  second
• 39:26
  thing
• 39:26
  I
• 39:26
  would
• 39:26
  say
• 39:27
  is,
• 39:28
  with
• 39:28
  the
• 39:28
  rise
• 39:28
  of
• 39:29
  Substack
• 39:30
  and
• 39:30
  beehive
• 39:31
  and
• 39:31
  ghost,
• 39:32
  this
• 39:32
  kind
• 39:32
  of
• 39:32
  independent
• 39:33
  media
• 39:34
  newsletter
• 39:34
  territory,
• 39:35
  I
• 39:35
  would
• 39:35
  is
• 39:36
  not
• 39:36
  to
• 39:36
  be
• 39:36
  slept
• 39:37
  on.
• 39:37
  I
• 39:37
  think
• 39:37
  if
• 39:38
  you
• 39:38
  don't
• 39:38
  have
• 39:39
  a
• 39:39
  pitching
• 39:39
  to
• 39:39
  be
• 39:39
  an
• 39:40
  other
• 39:40
  people's
• 39:41
  newsletter
• 39:41
  strategy,
• 39:43
  you
• 39:43
  should
• 39:43
  definitely
• 39:43
  consider
• 39:44
  it
• 39:44
  because
• 39:45
  the
• 39:45
  reach
• 39:46
  from
• 39:47
  a
• 39:47
  newsletter
• 39:48
  is
• 39:48
  often
• 39:49
  a
• 39:49
  lot
• 39:49
  higher
• 39:50
  than
• 39:50
  the
• 39:50
  engagement
• 39:51
  rate
• 39:51
  on
• 39:51
  social
• 39:51
  media.
• 39:52
  For
• 39:53
  example,
• 39:53
  my
• 39:54
  open
• 39:54
  rate
• 39:54
  on
• 39:54
  my
• 39:55
  free
• 39:55
  to
• 39:55
  read
• 39:56
  newsletters,
• 39:56
  50%.
• 39:58
  Whereas
• 39:58
  the
• 39:58
  engagement
• 39:59
  rate
• 39:59
  on
• 39:59
  my
• 39:59
  Instagram,
• 40:01
  on
• 40:01
  a
• 40:01
  great
• 40:01
  day
• 40:02
  will
• 40:02
  be
• 40:02
  2%.
• 40:03
  Most
• 40:03
  of
• 40:03
  the
• 40:03
  time
• 40:04
  it's
• 40:04
  at
• 40:04
  1%,
• 40:05
  but
• 40:05
  the
• 40:06
  audience
• 40:06
  is
• 40:06
  the
• 40:06
  same
• 40:07
  size.
• 40:08
  And
• 40:08
  actually,
• 40:08
  I
• 40:08
  saw
• 40:09
  a
• 40:09
  talk
• 40:09
  at
• 40:09
  Cannes
• 40:09
  Lions
• 40:10
  last
• 40:10
  summer.
• 40:12
  There
• 40:12
  was
• 40:12
  a
• 40:12
  guy
• 40:12
  there
• 40:12
  called
• 40:12
  Sun
• 40:13
  Yi
• 40:13
  who
• 40:13
  runs
• 40:14
  a,
• 40:14
  an
• 40:14
  agency
• 40:15
  in
• 40:15
  the
• 40:15
  US.
• 40:15
  He
• 40:15
  also
• 40:16
  works
• 40:16
  in
• 40:16
  storytelling
• 40:17
  and
• 40:17
  brand
• 40:18
  building.
• 40:18
  And
• 40:19
  he
• 40:19
  said,
• 40:19
  one
• 40:20
  newsletter
• 40:20
  subscriber
• 40:21
  is
• 40:21
  worth
• 40:21
  a
• 40:21
  hundred
• 40:22
  of
• 40:22
  social
• 40:22
  media
• 40:23
  followers.
• 40:24
  Because
• 40:24
  the
• 40:25
  credibility
• 40:26
  of
• 40:26
  the
• 40:26
  newsletter
• 40:26
  subscriber
• 40:27
  and
• 40:27
  the
• 40:27
  quality
• 40:28
  of
• 40:28
  that
• 40:28
  person
• 40:29
  is
• 40:29
  much
• 40:29
  better
• 40:30
  than
• 40:30
  a
• 40:30
  social
• 40:30
  media
• 40:31
  follower.
• 40:31
  So
• 40:32
  if,
• 40:32
  for
• 40:33
  example,
• 40:33
  you
• 40:33
  were
• 40:33
  thinking,
• 40:34
  alright,
• 40:34
  I'm
• 40:34
  just
• 40:34
  gonna
• 40:35
  try
• 40:35
  and
• 40:35
  do
• 40:36
  an
• 40:36
  IG
• 40:36
  Live,
• 40:37
  for
• 40:37
  example,
• 40:38
  or
• 40:38
  a
• 40:38
  LinkedIn
• 40:39
  live
• 40:40
  with
• 40:40
  10
• 40:40
  people
• 40:40
  who've
• 40:41
  got
• 40:41
  10
• 40:42
  K
• 40:42
  followers,
• 40:43
  well,
• 40:43
  you
• 40:43
  could
• 40:43
  find
• 40:44
  10
• 40:44
  people
• 40:44
  with
• 40:45
  a
• 40:45
  thousand
• 40:46
  readers
• 40:47
  on
• 40:48
  beehive
• 40:49
  and
• 40:49
  get
• 40:49
  the
• 40:49
  same
• 40:50
  amount
• 40:50
  of
• 40:50
  reach,
• 40:50
  if
• 40:51
  not
• 40:51
  more.
• 40:52
  Gosh,
• 40:52
  mind
• 40:53
  blowing.
• 40:54
  So
• 40:54
  tell
• 40:54
  us
• 40:54
  more
• 40:54
  about
• 40:55
  why
• 40:55
  you
• 40:55
  decided
• 40:56
  to
• 40:56
  prioritize
• 40:57
  this
• 40:57
  in
• 40:58
  your
• 40:58
  business,
• 40:58
  your
• 40:58
  newsletter.
• 41:01
  It
• 41:01
  was
• 41:01
  the
• 41:01
  passion
• 41:02
  really.
• 41:02
  You
• 41:02
  know,
• 41:02
  right
• 41:03
  back
• 41:03
  to
• 41:03
  my
• 41:03
  origin
• 41:04
  story.
• 41:04
  I
• 41:04
  wanted
• 41:05
  to
• 41:05
  be
• 41:05
  a
• 41:05
  journalist.
• 41:05
  I
• 41:06
  wanted
• 41:06
  to
• 41:06
  be
• 41:06
  a
• 41:06
  writer.
• 41:07
  That
• 41:07
  was
• 41:07
  always
• 41:08
  my,
• 41:08
  my
• 41:09
  medium
• 41:09
  of
• 41:09
  choice
• 41:10
  and
• 41:10
  to
• 41:10
  be
• 41:11
  honest,
• 41:11
  now
• 41:12
  there
• 41:12
  is
• 41:12
  probably
• 41:12
  a
• 41:13
  bit
• 41:13
  of,
• 41:13
  I
• 41:14
  use
• 41:14
  it
• 41:14
  as
• 41:14
  a
• 41:14
  bit
• 41:14
  of
• 41:14
  a
• 41:15
  creative
• 41:15
  outlet
• 41:16
  for
• 41:16
  me
• 41:16
  as
• 41:16
  well.
• 41:16
  So
• 41:17
  it's
• 41:17
  never
• 41:17
  just.
• 41:18
  Here's
• 41:18
  how
• 41:18
  to
• 41:19
  do
• 41:19
  this.
• 41:19
  It's,
• 41:20
  there's
• 41:20
  always
• 41:20
  a
• 41:20
  personal
• 41:21
  anecdote
• 41:21
  in
• 41:22
  there
• 41:22
  from
• 41:22
  me
• 41:23
  or
• 41:23
  from
• 41:23
  somebody
• 41:23
  else
• 41:24
  again,
• 41:24
  because
• 41:24
  I
• 41:24
  think
• 41:25
  that
• 41:25
  goes
• 41:25
  against
• 41:25
  anti
• 41:26
  AI.
• 41:26
  But
• 41:26
  because
• 41:26
  I
• 41:27
  also
• 41:27
  personally
• 41:28
  love
• 41:28
  storytelling,
• 41:29
  I've
• 41:29
  been
• 41:29
  doing
• 41:30
  it
• 41:30
  for
• 41:30
  20
• 41:30
  years.
• 41:31
  So,
• 41:31
  um,
• 41:32
  I
• 41:32
  love
• 41:33
  bringing
• 41:34
  stories
• 41:34
  into
• 41:35
  what
• 41:35
  is
• 41:36
  quite
• 41:36
  a
• 41:36
  snake
• 41:37
  oiled
• 41:37
  industry
• 41:38
  and
• 41:39
  dispelling
• 41:40
  the
• 41:40
  myths
• 41:40
  around
• 41:40
  it.
• 41:41
  But
• 41:42
  like
• 41:42
  I
• 41:42
  said,
• 41:42
  you
• 41:42
  know,
• 41:43
  I
• 41:43
  always
• 41:43
  got
• 41:43
  the,
• 41:43
  the
• 41:43
  multiple
• 41:44
  plans
• 41:45
  in
• 41:45
  my
• 41:46
  head.
• 41:46
  So
• 41:46
  actually
• 41:47
  before
• 41:47
  I
• 41:47
  started
• 41:48
  it
• 41:48
  as
• 41:48
  a
• 41:48
  paid
• 41:48
  model,
• 41:49
  I
• 41:49
  had
• 41:49
  a
• 41:49
  free
• 41:49
  newsletter
• 41:50
  for
• 41:50
  five
• 41:51
  years
• 41:51
  where
• 41:52
  I
• 41:52
  rate
• 41:52
  something
• 41:53
  once
• 41:53
  a
• 41:53
  month
• 41:53
  for
• 41:54
  free.
• 41:55
  And
• 41:55
  then
• 41:55
  in
• 41:55
  that
• 41:55
  pregnancy,
• 41:57
  before
• 41:57
  I
• 41:57
  launched
• 41:58
  a
• 41:58
  paid
• 41:58
  model,
• 41:59
  I
• 41:59
  wrote,
• 42:00
  I
• 42:00
  think
• 42:01
  I
• 42:01
  tried
• 42:01
  to
• 42:01
  write
• 42:02
  a
• 42:02
  hundred
• 42:02
  articles
• 42:03
  in
• 42:03
  three
• 42:03
  months
• 42:03
  on
• 42:04
  Medium.
• 42:05
  And
• 42:05
  what
• 42:06
  was
• 42:06
  really
• 42:06
  nice
• 42:06
  about
• 42:07
  that
• 42:07
  is
• 42:07
  like
• 42:07
  the
• 42:07
  kind
• 42:08
  of
• 42:08
  MVPing
• 42:08
  of
• 42:09
  the
• 42:09
  product,
• 42:09
  like
• 42:09
  just
• 42:10
  the
• 42:10
  minimum
• 42:10
  viable
• 42:11
  like
• 42:11
  product
• 42:11
  testing.
• 42:12
  And
• 42:13
  what
• 42:13
  was
• 42:13
  really
• 42:13
  interesting
• 42:13
  to
• 42:14
  me
• 42:14
  was
• 42:15
  it
• 42:15
  wasn't
• 42:15
  the
• 42:15
  press
• 42:16
  pieces
• 42:17
  or
• 42:17
  how
• 42:17
  to
• 42:17
  get
• 42:17
  PR
• 42:17
  pieces
• 42:18
  that
• 42:18
  were
• 42:18
  performing
• 42:19
  really
• 42:19
  well.
• 42:20
  It
• 42:20
  was
• 42:20
  the
• 42:20
  ones
• 42:20
  where
• 42:21
  I
• 42:21
  was
• 42:21
  talking
• 42:21
  about
• 42:21
  my
• 42:22
  entrepreneurial
• 42:22
  journey
• 42:23
  or
• 42:23
  sharing
• 42:24
  how
• 42:24
  I
• 42:24
  had
• 42:24
  made
• 42:25
  income
• 42:25
  or
• 42:25
  sharing
• 42:26
  how
• 42:27
  I
• 42:27
  had
• 42:27
  landed
• 42:27
  my
• 42:27
  book
• 42:28
  deal,
• 42:28
  that
• 42:29
  most
• 42:29
  people
• 42:29
  were
• 42:29
  engaging
• 42:30
  with.
• 42:30
  And
• 42:30
  that
• 42:30
  was
• 42:31
  a
• 42:31
  real
• 42:32
  light
• 42:32
  bulb
• 42:32
  moment
• 42:33
  for
• 42:33
  me
• 42:33
  that
• 42:33
  sometimes
• 42:34
  we
• 42:34
  try
• 42:34
  so
• 42:35
  hard
• 42:35
  to
• 42:35
  sell
• 42:35
  a
• 42:35
  product
• 42:36
  or
• 42:36
  a
• 42:36
  service
• 42:37
  and
• 42:37
  it
• 42:37
  feels
• 42:37
  like
• 42:38
  pushing
• 42:38
  water
• 42:38
  up
• 42:39
  a
• 42:39
  hill.
• 42:40
  So
• 42:40
  when
• 42:40
  you
• 42:40
  test
• 42:41
  something
• 42:42
  and
• 42:42
  it
• 42:42
  goes
• 42:42
  really
• 42:42
  well,
• 42:43
  I
• 42:43
  think
• 42:43
  that's
• 42:43
  a
• 42:43
  really
• 42:44
  good
• 42:44
  signal
• 42:45
  that
• 42:45
  that's
• 42:45
  something
• 42:46
  you
• 42:46
  should
• 42:46
  then
• 42:46
  continue
• 42:47
  doing
• 42:48
  and
• 42:48
  like
• 42:48
  a
• 42:48
  case
• 42:49
  in
• 42:49
  point,
• 42:49
  like
• 42:49
  I
• 42:50
  told
• 42:50
  myself
• 42:50
  a
• 42:50
  story
• 42:52
  that
• 42:52
  I
• 42:52
  live
• 42:52
  in
• 42:53
  rural
• 42:53
  France,
• 42:54
  that
• 42:54
  I
• 42:54
  don't
• 42:54
  have
• 42:54
  a
• 42:54
  French
• 42:55
  network,
• 42:56
  that
• 42:56
  I
• 42:56
  don't
• 42:56
  even
• 42:56
  really
• 42:57
  have
• 42:58
  an
• 42:58
  English
• 42:58
  self-employed
• 42:59
  network
• 42:59
  near
• 43:00
  my
• 43:00
  house.
• 43:01
  So
• 43:01
  I
• 43:01
  couldn't
• 43:02
  do
• 43:02
  a
• 43:02
  retreat
• 43:02
  at
• 43:02
  my
• 43:03
  house.
• 43:03
  I
• 43:03
  had
• 43:03
  to
• 43:03
  do
• 43:03
  it
• 43:04
  where
• 43:04
  I
• 43:04
  knew
• 43:04
  somebody
• 43:05
  else
• 43:05
  had
• 43:05
  a
• 43:05
  retreat.
• 43:06
  And
• 43:06
  then
• 43:06
  I
• 43:06
  decided
• 43:07
  before
• 43:07
  Christmas,
• 43:09
  I
• 43:09
  wrote
• 43:09
  it
• 43:09
  down
• 43:10
  in
• 43:10
  a
• 43:10
  newsletter.
• 43:10
  I
• 43:10
  want
• 43:11
  to
• 43:11
  do
• 43:12
  a
• 43:12
  day
• 43:12
  retreat
• 43:13
  at
• 43:13
  my
• 43:13
  house.
• 43:15
  One
• 43:15
  person
• 43:16
  on
• 43:16
  Instagram
• 43:17
  sent
• 43:17
  me
• 43:17
  a
• 43:17
  story
• 43:17
  and
• 43:17
  said,
• 43:18
  oh,
• 43:18
  if
• 43:18
  you
• 43:18
  do
• 43:18
  it
• 43:18
  at
• 43:18
  your
• 43:18
  house,
• 43:19
  she's
• 43:19
  in
• 43:19
  Paris,
• 43:19
  so
• 43:20
  if
• 43:20
  you
• 43:20
  do
• 43:20
  it
• 43:20
  at
• 43:20
  your
• 43:20
  house,
• 43:20
  I'll
• 43:21
  come.
• 43:21
  And
• 43:21
  I
• 43:21
  thought,
• 43:22
  I
• 43:22
  didn't
• 43:22
  know
• 43:22
  if
• 43:22
  she
• 43:23
  will
• 43:23
  or
• 43:23
  not,
• 43:23
  but
• 43:23
  you
• 43:23
  know
• 43:23
  what,
• 43:24
  I'm
• 43:24
  just
• 43:25
  gonna
• 43:25
  put
• 43:25
  it
• 43:25
  up
• 43:25
  on
• 43:26
  my
• 43:26
  website.
• 43:27
  And
• 43:27
  I
• 43:27
  did
• 43:29
  maybe
• 43:30
  four
• 43:30
  Instagram
• 43:31
  stories
• 43:32
  and
• 43:32
  I
• 43:32
  sold
• 43:32
  all
• 43:32
  five
• 43:33
  spots
• 43:33
  in
• 43:33
  five
• 43:34
  days.
• 43:35
  And
• 43:36
  nobody's
• 43:36
  local.
• 43:37
  I've
• 43:37
  got
• 43:37
  one
• 43:37
  from
• 43:38
  Lisbon,
• 43:38
  one
• 43:39
  from
• 43:39
  the
• 43:39
  uk,
• 43:40
  two
• 43:40
  from
• 43:40
  Exxon
• 43:40
  Provence,
• 43:41
  and
• 43:41
  one's
• 43:41
  from
• 43:41
  Paris.
• 43:42
  And
• 43:42
  it
• 43:43
  really
• 43:44
  sort
• 43:44
  of
• 43:44
  showed
• 43:44
  me.
• 43:45
  You
• 43:45
  know,
• 43:45
  you
• 43:46
  really
• 43:46
  told
• 43:46
  yourself
• 43:47
  you
• 43:47
  wouldn't
• 43:47
  be
• 43:47
  able
• 43:47
  to
• 43:47
  sell
• 43:47
  a
• 43:48
  product
• 43:48
  like
• 43:48
  that,
• 43:49
  even
• 43:49
  though
• 43:49
  that's
• 43:49
  something
• 43:49
  you
• 43:49
  really
• 43:50
  wanted
• 43:50
  to
• 43:50
  do.
• 43:51
  'cause
• 43:51
  I
• 43:51
  don't
• 43:51
  have
• 43:51
  to
• 43:51
  leave
• 43:52
  my
• 43:52
  house.
• 43:52
  I
• 43:53
  still
• 43:53
  can
• 43:53
  pick
• 43:53
  my
• 43:53
  kids
• 43:53
  up
• 43:54
  from
• 43:54
  school
• 43:54
  after
• 43:54
  the
• 43:54
  day's
• 43:55
  finished.
• 43:55
  You
• 43:56
  know,
• 43:56
  all
• 43:56
  these
• 43:56
  things
• 43:56
  that
• 43:56
  actually
• 43:57
  stay
• 43:57
  easy
• 43:57
  for
• 43:58
  me.
• 43:58
  But
• 43:59
  I
• 43:59
  had
• 43:59
  told
• 43:59
  myself,
• 44:00
  no,
• 44:00
  I
• 44:00
  can't
• 44:00
  sell
• 44:01
  something
• 44:01
  like
• 44:01
  that.
• 44:02
  I
• 44:02
  don't
• 44:02
  have
• 44:02
  the
• 44:02
  audience
• 44:03
  to
• 44:03
  sell
• 44:03
  something
• 44:03
  like
• 44:04
  that.
• 44:04
  And
• 44:04
  then
• 44:05
  I
• 44:05
  put
• 44:05
  it
• 44:05
  out
• 44:05
  there
• 44:06
  and
• 44:06
  I
• 44:06
  did.
• 44:06
  And
• 44:07
  I
• 44:07
  think
• 44:07
  there's
• 44:08
  a
• 44:08
  real
• 44:08
  lesson
• 44:09
  there
• 44:09
  for
• 44:09
  anybody.
• 44:11
  If
• 44:11
  you
• 44:11
  want
• 44:11
  to
• 44:11
  try
• 44:11
  and
• 44:12
  sell
• 44:12
  something
• 44:12
  a
• 44:12
  bit
• 44:13
  different
• 44:13
  within
• 44:14
  your
• 44:14
  service,
• 44:16
  just
• 44:16
  to
• 44:16
  test
• 44:16
  it
• 44:17
  and
• 44:17
  tell
• 44:18
  people
• 44:18
  that
• 44:18
  you're
• 44:18
  testing
• 44:19
  it,
• 44:19
  you
• 44:19
  know,
• 44:19
  I
• 44:19
  put
• 44:19
  it
• 44:19
  out
• 44:20
  there
• 44:20
  as
• 44:20
  a
• 44:20
  pilot
• 44:20
  price.
• 44:21
  Tell
• 44:22
  people
• 44:22
  that
• 44:22
  you're
• 44:22
  trialing
• 44:23
  something.
• 44:23
  That's
• 44:23
  what
• 44:24
  I
• 44:24
  did
• 44:24
  with
• 44:24
  the
• 44:24
  paid
• 44:24
  newsletter
• 44:25
  as
• 44:25
  well.
• 44:25
  I
• 44:25
  was
• 44:26
  like,
• 44:26
  you
• 44:26
  know,
• 44:26
  I'm
• 44:26
  gonna
• 44:27
  try
• 44:27
  doing
• 44:27
  this.
• 44:28
  This
• 44:28
  is
• 44:28
  the
• 44:28
  pilot
• 44:29
  price
• 44:30
  that
• 44:30
  I'm
• 44:30
  offering
• 44:30
  it
• 44:31
  on.
• 44:31
  If
• 44:32
  you
• 44:32
  wanna
• 44:32
  come,
• 44:32
  and
• 44:33
  I
• 44:33
  became
• 44:34
  a
• 44:34
  Substack
• 44:34
  bestseller
• 44:35
  at
• 44:35
  that
• 44:35
  time
• 44:35
  I
• 44:35
  was
• 44:35
  on
• 44:35
  Substack.
• 44:36
  I'm
• 44:36
  now
• 44:36
  on
• 44:36
  my
• 44:37
  own.
• 44:38
  But
• 44:38
  at
• 44:38
  that
• 44:38
  time
• 44:39
  I
• 44:39
  became
• 44:39
  a
• 44:39
  Substack
• 44:40
  bestseller
• 44:40
  in
• 44:40
  six
• 44:40
  weeks,
• 44:41
  which
• 44:41
  I
• 44:41
  could
• 44:41
  never
• 44:42
  have
• 44:42
  imagined.
• 44:42
  I
• 44:43
  thought
• 44:43
  maybe
• 44:43
  I'll
• 44:43
  get
• 44:43
  like
• 44:44
  10
• 44:44
  people.
• 44:46
  Yeah.
• 44:46
  Super
• 44:47
  inspiring.
• 44:48
  And
• 44:48
  again,
• 44:48
  it's
• 44:48
  just
• 44:48
  the
• 44:48
  thread
• 44:49
  that's
• 44:49
  run
• 44:49
  through
• 44:49
  the
• 44:49
  whole
• 44:50
  thing
• 44:50
  is
• 44:50
  just
• 44:50
  keep
• 44:51
  sharing
• 44:51
  what
• 44:52
  you're
• 44:52
  doing
• 44:53
  in
• 44:53
  real
• 44:53
  life
• 44:53
  moments,
• 44:54
  and
• 44:54
  I
• 44:54
  love
• 44:54
  the
• 44:55
  before
• 44:55
  middle
• 44:56
  and
• 44:56
  after
• 44:56
  to
• 44:57
  try
• 44:57
  and
• 44:57
  help
• 44:57
  us
• 44:58
  remember
• 44:58
  what
• 44:58
  those
• 44:58
  moments
• 44:59
  are
• 44:59
  as
• 44:59
  well.
• 45:00
  So
• 45:01
  if
• 45:01
  people
• 45:02
  are
• 45:02
  now
• 45:02
  thinking,
• 45:03
  I'd
• 45:03
  love
• 45:03
  to
• 45:04
  focus
• 45:04
  on
• 45:05
  PR,
• 45:05
  what
• 45:05
  would
• 45:06
  be
• 45:06
  their
• 45:06
  next
• 45:06
  steps?
• 45:07
  What
• 45:07
  to
• 45:08
  come
• 45:08
  and
• 45:08
  follow
• 45:08
  me.
• 45:10
  Oh,
• 45:10
  yeah,
• 45:10
  yeah.
• 45:10
  Come
• 45:10
  and
• 45:10
  follow
• 45:11
  you
• 45:11
  is
• 45:11
  the
• 45:11
  perfect
• 45:12
  next
• 45:12
  step.
• 45:13
  Yeah.
• 45:13
  So
• 45:13
  where
• 45:13
  can
• 45:13
  they
• 45:13
  find
• 45:14
  you?
• 45:14
  But
• 45:14
  also
• 45:15
  in
• 45:15
  summary,
• 45:16
  where
• 45:16
  would
• 45:16
  you
• 45:17
  recommend
• 45:17
  beginning
• 45:18
  if
• 45:18
  someone
• 45:18
  wants
• 45:18
  to
• 45:18
  get
• 45:19
  into
• 45:19
  PR?
• 45:19
  So
• 45:20
  in
• 45:20
  summary,
• 45:20
  I'd
• 45:21
  say
• 45:21
  get
• 45:21
  your,
• 45:22
  get
• 45:22
  your
• 45:22
  media
• 45:22
  toolkit
• 45:23
  ready.
• 45:23
  Get
• 45:23
  your
• 45:23
  foundations
• 45:24
  in
• 45:24
  order.
• 45:26
  So
• 45:26
  get
• 45:26
  your
• 45:26
  bio,
• 45:27
  get
• 45:27
  your
• 45:27
  headshot,
• 45:28
  get
• 45:28
  your
• 45:28
  one
• 45:28
  liner,
• 45:29
  get
• 45:29
  yourself
• 45:30
  matching
• 45:30
  across
• 45:31
  all
• 45:31
  social
• 45:31
  media
• 45:31
  channels.
• 45:32
  Make
• 45:32
  sure
• 45:32
  it's
• 45:32
  super
• 45:33
  clear.
• 45:33
  Make
• 45:33
  sure
• 45:33
  you
• 45:33
  know
• 45:34
  what
• 45:34
  it
• 45:34
  is
• 45:35
  that
• 45:35
  you
• 45:35
  are
• 45:35
  selling.
• 45:35
  What's
• 45:35
  your
• 45:36
  hero
• 45:36
  product?
• 45:36
  What
• 45:36
  are
• 45:36
  you
• 45:37
  selling
• 45:37
  right
• 45:37
  now?
• 45:38
  Not
• 45:38
  10
• 45:39
  things,
• 45:39
  not
• 45:39
  20
• 45:39
  things
• 45:40
  like
• 45:40
  two
• 45:40
  to
• 45:40
  three
• 45:40
  things
• 45:41
  max,
• 45:41
  that
• 45:41
  you
• 45:42
  hero
• 45:42
  things
• 45:42
  that
• 45:43
  you
• 45:43
  are
• 45:43
  selling.
• 45:43
  Get
• 45:44
  that
• 45:44
  pinned
• 45:45
  across
• 45:45
  your
• 45:45
  social
• 45:46
  media.
• 45:47
  And
• 45:47
  then
• 45:47
  know
• 45:47
  what
• 45:48
  your
• 45:48
  business
• 45:48
  goals
• 45:48
  are.
• 45:49
  And
• 45:50
  give
• 45:50
  yourself
• 45:50
  a
• 45:50
  media
• 45:51
  list
• 45:51
  of
• 45:51
  like,
• 45:51
  okay,
• 45:51
  here's
• 45:52
  10
• 45:52
  podcasts
• 45:52
  I'm
• 45:52
  gonna
• 45:53
  pitch
• 45:53
  to,
• 45:53
  here's
• 45:53
  10
• 45:53
  newsletters
• 45:54
  I'm
• 45:54
  gonna
• 45:54
  pitch
• 45:54
  to,
• 45:55
  here's
• 45:56
  10
• 45:56
  newspapers
• 45:57
  or
• 45:58
  magazines
• 45:58
  that
• 45:58
  I'm
• 45:59
  gonna
• 45:59
  study
• 45:59
  for
• 46:00
  the
• 46:00
  next
• 46:00
  couple
• 46:00
  of
• 46:00
  months,
• 46:01
  just
• 46:01
  to
• 46:01
  get
• 46:01
  a
• 46:01
  feel
• 46:01
  of
• 46:01
  what
• 46:02
  are
• 46:02
  the
• 46:02
  stories
• 46:02
  that
• 46:02
  they're
• 46:02
  writing
• 46:03
  and
• 46:03
  where
• 46:03
  could
• 46:03
  I
• 46:04
  fit
• 46:04
  in
• 46:05
  that
• 46:05
  world,
• 46:05
  I
• 46:05
  think
• 46:06
  look
• 46:06
  can
• 46:06
  be
• 46:07
  said
• 46:07
  for
• 46:07
  doing
• 46:08
  research.
• 46:08
  Spend
• 46:09
  your
• 46:09
  time
• 46:09
  doing
• 46:09
  the
• 46:09
  research.
• 46:10
  That's
• 46:10
  the
• 46:10
  hard
• 46:10
  bit.
• 46:11
  You
• 46:11
  could
• 46:11
  just
• 46:11
  slap
• 46:11
  the
• 46:12
  paint
• 46:12
  up
• 46:12
  on
• 46:12
  the
• 46:12
  wall
• 46:12
  of
• 46:13
  your
• 46:13
  house.
• 46:13
  But
• 46:13
  actually
• 46:13
  the
• 46:13
  best
• 46:14
  bit
• 46:14
  is
• 46:14
  when
• 46:14
  you
• 46:14
  peel
• 46:14
  the
• 46:15
  wallpaper
• 46:15
  off
• 46:15
  and
• 46:15
  you
• 46:15
  sand
• 46:16
  it
• 46:16
  down,
• 46:16
  you
• 46:16
  get
• 46:16
  all
• 46:16
  the
• 46:16
  prep
• 46:16
  work
• 46:17
  done.
• 46:17
  So
• 46:17
  you
• 46:17
  need
• 46:17
  to
• 46:17
  be
• 46:18
  thinking
• 46:18
  of
• 46:19
  it
• 46:19
  like
• 46:19
  that.
• 46:20
  And
• 46:20
  enjoy
• 46:21
  it.
• 46:21
  Like
• 46:21
  try
• 46:21
  and
• 46:21
  find
• 46:21
  a
• 46:22
  way
• 46:22
  to
• 46:23
  have
• 46:23
  a
• 46:23
  good
• 46:23
  time.
• 46:23
  'cause
• 46:23
  when
• 46:24
  you
• 46:24
  have
• 46:24
  a
• 46:24
  good
• 46:24
  time,
• 46:24
  we
• 46:24
  have
• 46:25
  a
• 46:25
  good
• 46:25
  time
• 46:25
  with
• 46:25
  you.
• 46:25
  Right?
• 46:26
  Nobody
• 46:26
  wants
• 46:26
  to
• 46:26
  watch
• 46:27
  somebody
• 46:27
  trembling
• 46:28
  on
• 46:28
  stage,
• 46:29
  reading
• 46:29
  off
• 46:30
  bits
• 46:30
  of
• 46:30
  paper.
• 46:31
  And
• 46:32
  don't
• 46:32
  get
• 46:32
  me
• 46:32
  wrong,
• 46:33
  I
• 46:33
  definitely
• 46:33
  throw
• 46:34
  a
• 46:34
  bit
• 46:34
  of
• 46:34
  a
• 46:34
  Robbie
• 46:34
  Williams.
• 46:35
  Adele.
• 46:35
  Every
• 46:35
  time
• 46:36
  before
• 46:36
  I
• 46:36
  go
• 46:36
  on
• 46:37
  stage,
• 46:37
  I
• 46:37
  start
• 46:37
  like
• 46:38
  cursing
• 46:38
  something
• 46:38
  like,
• 46:38
  why
• 46:39
  am
• 46:39
  I
• 46:39
  doing
• 46:39
  this?
• 46:39
  Even
• 46:39
  sometimes
• 46:40
  with
• 46:40
  my
• 46:41
  own
• 46:41
  group
• 46:42
  on
• 46:42
  a
• 46:42
  monthly
• 46:42
  live
• 46:43
  when
• 46:43
  I'm
• 46:43
  teaching,
• 46:44
  I
• 46:44
  love
• 46:45
  the
• 46:45
  feeling
• 46:45
  after
• 46:45
  teaching
• 46:46
  that
• 46:46
  I've
• 46:46
  helped.
• 46:47
  But
• 46:47
  in
• 46:47
  that
• 46:47
  prep
• 46:48
  time
• 46:48
  before,
• 46:49
  I'm
• 46:49
  constantly
• 46:50
  like,
• 46:50
  why
• 46:50
  am
• 46:50
  I
• 46:50
  doing
• 46:50
  this?
• 46:50
  I
• 46:50
  hate
• 46:51
  it.
• 46:51
  I
• 46:51
  can't
• 46:51
  do
• 46:52
  it.
• 46:52
  I'm
• 46:53
  coming
• 46:53
  out
• 46:53
  in
• 46:53
  like
• 46:54
  red
• 46:54
  patches
• 46:54
  all
• 46:54
  over
• 46:55
  my
• 46:55
  body.
• 46:56
  But
• 46:56
  I
• 46:56
  do
• 46:56
  love
• 46:57
  it
• 46:57
  at
• 46:57
  the
• 46:57
  same
• 46:57
  time.
• 46:58
  But
• 46:58
  ultimately
• 46:59
  you've
• 46:59
  gotta
• 46:59
  find
• 46:59
  a
• 46:59
  way
• 47:00
  that
• 47:00
  feels,
• 47:00
  feels
• 47:01
  good
• 47:01
  to
• 47:01
  you,
• 47:02
  and
• 47:02
  don't
• 47:02
  be
• 47:02
  scared
• 47:03
  to
• 47:03
  ask.
• 47:03
  Like
• 47:03
  the
• 47:04
  small
• 47:04
  business
• 47:05
  world
• 47:05
  is
• 47:05
  a
• 47:06
  really,
• 47:07
  really
• 47:07
  supportive
• 47:08
  space.
• 47:09
  But
• 47:09
  you
• 47:09
  have
• 47:09
  to
• 47:09
  ask
• 47:10
  and
• 47:10
  you
• 47:10
  have
• 47:10
  to
• 47:11
  be
• 47:11
  prescriptive.
• 47:11
  And
• 47:12
  actually
• 47:12
  this
• 47:12
  is
• 47:12
  good
• 47:12
  life
• 47:13
  advice.
• 47:13
  I'm
• 47:13
  not
• 47:13
  very
• 47:13
  good
• 47:14
  at
• 47:14
  taking
• 47:14
  either.
• 47:15
  When
• 47:15
  you
• 47:15
  are
• 47:15
  very
• 47:15
  specific
• 47:16
  and
• 47:16
  this
• 47:17
  is
• 47:17
  the
• 47:17
  help
• 47:17
  I
• 47:17
  need,
• 47:19
  then
• 47:19
  people
• 47:20
  know
• 47:20
  how
• 47:20
  they
• 47:21
  can
• 47:21
  help
• 47:21
  you.
• 47:21
  And
• 47:21
  I
• 47:21
  think
• 47:22
  especially
• 47:23
  when
• 47:23
  we're
• 47:23
  self-employed.
• 47:25
  You
• 47:25
  know,
• 47:25
  our
• 47:25
  work
• 47:26
  is
• 47:26
  so
• 47:26
  intertwined
• 47:27
  with
• 47:27
  our
• 47:27
  life.
• 47:28
  And,
• 47:29
  you
• 47:29
  know,
• 47:29
  as
• 47:30
  women
• 47:30
  sometimes
• 47:30
  we're
• 47:30
  also
• 47:31
  not
• 47:31
  great
• 47:31
  at
• 47:31
  accepting
• 47:33
  help
• 47:33
  without
• 47:33
  thinking
• 47:34
  we,
• 47:34
  we've
• 47:34
  got
• 47:34
  to
• 47:34
  return
• 47:35
  the
• 47:35
  favor
• 47:35
  now,
• 47:35
  but
• 47:35
  I
• 47:36
  think,
• 47:36
  you
• 47:36
  know,
• 47:36
  just
• 47:36
  having
• 47:37
  that
• 47:37
  confidence
• 47:37
  to
• 47:38
  say,
• 47:39
  this
• 47:39
  is
• 47:39
  the
• 47:39
  audience
• 47:39
  I'm
• 47:40
  trying
• 47:40
  to
• 47:40
  reach,
• 47:41
  and
• 47:41
  I'd
• 47:41
  love
• 47:41
  to
• 47:41
  be
• 47:41
  on
• 47:41
  a
• 47:41
  podcast.
• 47:42
  Does
• 47:42
  anybody
• 47:42
  have
• 47:43
  one?
• 47:44
  Worst
• 47:44
  thing
• 47:44
  it
• 47:44
  can
• 47:44
  happen.
• 47:45
  Nobody
• 47:45
  responds.
• 47:47
  Love
• 47:47
  it.
• 47:48
  Thank
• 47:48
  you
• 47:48
  so,
• 47:48
  so
• 47:48
  much.
• 47:49
  So
• 47:49
  tell
• 47:49
  us
• 47:49
  more
• 47:50
  about
• 47:50
  how
• 47:50
  we
• 47:50
  can
• 47:50
  find
• 47:51
  you.
• 47:51
  Either
• 47:51
  your
• 47:51
  free
• 47:52
  or
• 47:52
  your
• 47:52
  paid
• 47:53
  newsletter
• 47:53
  or
• 47:54
  socials.
• 47:54
  Thank
• 47:55
  you,
• 47:55
  Joanna.
• 47:55
  I
• 47:55
  thought
• 47:56
  you,
• 47:56
  you
• 47:56
  could
• 47:56
  see
• 47:56
  the
• 47:56
  hype
• 47:57
  for
• 47:57
  me,
• 47:57
  can't
• 47:57
  you?
• 47:58
  Yeah,
• 47:59
  I
• 47:59
  can.
• 47:59
  I'm
• 47:59
  part
• 48:00
  of
• 48:00
  Lucy's
• 48:01
  paid
• 48:01
  newsletter
• 48:02
  and
• 48:02
  I
• 48:02
  love
• 48:03
  it.
• 48:03
  What
• 48:03
  works
• 48:04
  for
• 48:04
  me
• 48:04
  is
• 48:04
  making
• 48:05
  a
• 48:05
  project
• 48:05
  for
• 48:06
  a
• 48:06
  quarter.
• 48:07
  So
• 48:07
  for
• 48:07
  example,
• 48:08
  I
• 48:08
  made
• 48:09
  a
• 48:09
  quarter
• 48:09
  of,
• 48:09
  I'm
• 48:09
  gonna
• 48:10
  be
• 48:10
  podcast
• 48:10
  guesting
• 48:11
  this
• 48:11
  quarter.
• 48:11
  I
• 48:11
  made
• 48:11
  another
• 48:12
  quarter
• 48:13
  LinkedIn
• 48:13
  focus.
• 48:14
  So
• 48:14
  I
• 48:14
  dunno
• 48:15
  why
• 48:15
  I
• 48:15
  am
• 48:15
  scared
• 48:15
  to
• 48:16
  make
• 48:17
  pr,
• 48:17
  PR
• 48:17
  really,
• 48:18
  really
• 48:18
  going
• 48:19
  into
• 48:19
  your
• 48:19
  world
• 48:19
  now
• 48:19
  I
• 48:19
  have
• 48:20
  your
• 48:20
  amazing
• 48:20
  newsletter.
• 48:21
  I'm
• 48:21
  gonna
• 48:21
  need
• 48:21
  to
• 48:21
  hunt
• 48:22
  Joanna
• 48:22
  down
• 48:23
  and
• 48:23
  be
• 48:23
  like,
• 48:23
  where
• 48:24
  are
• 48:24
  you?
• 48:24
  Why
• 48:24
  aren't
• 48:24
  you
• 48:24
  in
• 48:24
  class?
• 48:25
  But
• 48:25
  you
• 48:25
  can
• 48:25
  catch
• 48:26
  all
• 48:26
  the
• 48:26
  classes
• 48:27
  on
• 48:27
  replay
• 48:28
  and
• 48:28
  it's
• 48:28
  all
• 48:28
  on
• 48:29
  hypeyourself.com.
• 48:31
  Then
• 48:31
  the
• 48:31
  newsletter
• 48:31
  is
• 48:32
  there
• 48:32
  as
• 48:32
  the
• 48:32
  hype
• 48:32
  community.
• 48:33
  Or
• 48:34
  if
• 48:34
  you
• 48:34
  want
• 48:34
  a
• 48:34
  gentle
• 48:34
  way
• 48:35
  to
• 48:35
  start,
• 48:35
  you
• 48:35
  can
• 48:35
  just
• 48:35
  buy
• 48:35
  my
• 48:36
  book
• 48:36
  Hype
• 48:36
  Yourself,
• 48:37
  which
• 48:38
  has
• 48:38
  it
• 48:38
  all
• 48:38
  in
• 48:38
  there,
• 48:38
  how
• 48:39
  to
• 48:39
  put
• 48:39
  a
• 48:39
  media
• 48:39
  toolkit
• 48:40
  together.
• 48:40
  And
• 48:41
  I
• 48:41
  also
• 48:41
  have
• 48:41
  a
• 48:41
  lot
• 48:41
  of
• 48:41
  free
• 48:41
  to
• 48:41
  read
• 48:42
  articles
• 48:42
  as
• 48:42
  well,
• 48:42
  so
• 48:42
  you
• 48:43
  can
• 48:43
  have
• 48:43
  a
• 48:43
  dig
• 48:43
  about
• 48:43
  on
• 48:43
  the
• 48:43
  site
• 48:44
  and
• 48:44
  you
• 48:44
  can
• 48:44
  see
• 48:44
  what's
• 48:45
  free
• 48:45
  to
• 48:45
  read
• 48:46
  or
• 48:47
  what's
• 48:47
  paid.
• 48:47
  And
• 48:48
  if
• 48:48
  you
• 48:48
  really
• 48:48
  wanna
• 48:48
  hang
• 48:49
  out,
• 48:49
  I've
• 48:49
  still
• 48:50
  got
• 48:50
  some
• 48:50
  spaces
• 48:50
  for
• 48:50
  my
• 48:51
  creative
• 48:51
  writing
• 48:51
  retreat
• 48:52
  in
• 48:52
  September,
• 48:53
  in
• 48:53
  the
• 48:53
  middle
• 48:53
  of
• 48:53
  France.
• 48:54
  You
• 48:54
  can
• 48:54
  get
• 48:54
  a
• 48:54
  train
• 48:55
  from
• 48:55
  Paris
• 48:55
  or
• 48:55
  you
• 48:55
  can
• 48:55
  fly.
• 48:57
  So
• 48:58
  come
• 48:58
  and
• 48:59
  come
• 48:59
  and
• 48:59
  hang
• 48:59
  out.
• 49:01
  Love
• 49:01
  it.
• 49:01
  Thank
• 49:02
  you
• 49:02
  so,
• 49:02
  so
• 49:02
  much,
• 49:03
  Lucy.
• 49:03
  I
• 49:03
  cannot
• 49:03
  wait
• 49:04
  to
• 49:04
  listen
• 49:04
  to
• 49:04
  this
• 49:04
  back.
• 49:04
  So
• 49:04
  much
• 49:05
  gold.
• 49:05
  I
• 49:05
  need
• 49:05
  to
• 49:06
  write
• 49:06
  notes
• 49:06
  next
• 49:06
  time.