Episode 6 - Lucy Werner – The How of PR for your Product Business

In this episode, Nicole is in discussion with Lucy Werner, PR and branding expert. Get business advice for pre-launch PR, how to promote when you’ve just started out, and effective post launch campaigns. If you’re asking “how do I get my product mentioned in the media” then this is the podcast for you. Also hear about what goes on at Lucy’s company, The Wern and her new book ‘Brand Yourself’, due out on the 7th of September.
KEY TAKEAWAYS
Plan your pre-launch marketing strategy. Get your press release and images ready before you even need them, and make sure to have your professional press shots embedded so the reader can instantly see your hero product.
So many people spend time prioritising social media and neglect having a good newsletter which can often drive more interest and sales. Ensure the people you’re directing to your website through both mediums have a professional landing page to arrive at. You need to wow at the first opportunity.
Pre-launch on social media using clever ideas that aren’t just showing the product. We’ve seen fun and inventive posts in the past where the audience has been taken on a behind-the-scenes journey of how and why your product was made.
Think about what your reactions are. What might go wrong? Delays? Copycats? Bad customer feedback? Have a template already built for these things and future forecast any potential problems.
Use media to your advantage by joining the Lightbulb Facebook group (linked below). In the group you will see requests from journalists looking for experts to talk on a specific subject. See if you can link your product into one of these interviews that might be tangentially related. Be clear of what is being asked of you and if you can fit into that. Put yourself in the journalist’s shoes. They’re giving you the platform so care enough to give their audience something they want.
When creating a media list, do your research into who the journalist is and what angle you should use to approach the publication. Make it personal to the audience you're pitching to. Generic proposals can easily be overlooked so instead of writing your company name and product in the subject line, why not entice the reader into clicking on the email with a catchy, well thought out line.
BEST MOMENTS
‘Think about Beyonce taking eight months to rehearse for Coachella. You’re not taking too long, social media makes it look like things happen overnight’
‘Look at the media spaces your audiences are already in’
‘Attachments aren’t friends. They aren’t always opened. Embed your image into the email’
‘How much time should I spend on PR? Well, how much time have you got!’
VALUABLE RESOURCES
Pre-order 'Brand Yourself'
Buy 'Hype Yourself'
TheWern.com
Follow Hype Yourself on Instagram
Follow Lucy on Instagram
Lightbulb Facebook group
ABOUT THE HOST
Buying & retail expert Nicole Higgins spent the last 18 years working for companies such as Primark, M&S, Debenhams and Asda, sourcing & developing products from all over the world, building strategies for blue chip businesses, and increasing bottom line sales and profit, adding over £40 million in incremental business to the bottom line.
Nicole now uses that experience and works as a consultant and coach for entrepreneurs and small to medium sized business owners, helping them start and scale their product businesses as The Buyer And Retail Coach (TM)
CONTACT METHOD
Website http://www.thebuyerandretailcoach.com
IG https://www.instagram.com/thebuyerandretailcoach/
LinkedIn linkedin.com/in/nicolehigginsuk
Email [email protected]
Newsletter https://thebuyerandretailcoach.com/newsletter-sign-up/