How to Attract Your Ideal Clients with Press Releases, Publishing and Everything In Between | Angel Tuccy

Catharine O'Leary: 00:00:00

Hello, everyone and welcome back to Kickstart the Conversation. I'm your host, Catharine O'Leary, aka the Quiz Queen. And I am super excited to have Angel Tuccy here, who is a media strategist and an amazing person to talk about all things, PR all things, podcast, all things summits, as well as all things, books, and authoring books and how to tie that all into how you get visible, but also how you collect those leads and build those lists. So Angel, welcome to kick start the conversation.

Angel Tuccy: 00:00:33

Hi Catharine, I'm so excited to be here. I think you and I have been on a collision path for a long time to come to this space together. So I'm excited to to have this conversation with you.

Catharine O'Leary: 00:00:45

Collision path that has nothing to do with the rocket launch, I'm sure that you just watched but because Angel was just, she lives in Florida, and just watched the rocket launch wizards. Super cool, because I've actually done that. I've gotten down to Cape Canaveral and back in the day watched, I think it was Columbia. At a midnight launch. It was very cool. But Collision Course to talk about, let's talk about it. Let's talk about, you know, collecting leads and getting visible and people are chasing that shiny object syndrome, I feel and what I really encourage people to do is take a breath, calm down and figure out what lights you up what lights you up to talk about what lights you up to, to, you know, engage your clients with, but also the vehicle and like you know how to go out there with whether it's social media or public, you know, like podcasts or public relations, those kinds of things. And I know that you as the media strategist and media specialist, that you have a unique point of view on that. So maybe you can tell us a little bit about that.

Angel Tuccy: 00:01:49

I would I would love to your rain, like when it comes to marketing and attracting clients and finding ideal your ideal audience. There are so many different things that as a business owner we can be doing. And sometimes they feel like we are chasing that shiny object, right? Oh, you're doing a podcast, oh, you need to speak at vendor fairs. Oh, you need to network Oh, you need to have an email campaign. Oh, you need to you need to you need to. And when we can find that space where that really lights us up. And we really shine. We can we realize we don't have to do everything. But no matter what we are doing, we need to be speaking to our ideal client, being in the right place where they are and speaking that message that start that conversation and so that they'll want to do business with us. I've been in broadcasting for 15 years now, which is kind of odd to think because for a long time, I don't know if you how often do you update your resume or your your, your introduction. But I think for five years, I've said I've been in broadcasting for 10 years, that at some point, my kids and I think even said you know I how long I had been married and how old my kids were like, Okay, so I've been using that same intro for five years, I need to up it up a little bit been in broadcasting for 15 years. And I have fallen in love with the idea of radio, television, podcast, interviews, magazine interviews, and speaking on other people's stages as a vehicle to attract my ideal client. And part of the reason I'm so in love with it is because it works 100% of the time. And when you create exposure and you get in front of your perfect audience there. It's a really fun way to attract your ideal client. Did I answer your question?

Catharine O'Leary: 00:03:40

Yeah, no, that's perfect. Because I think I think that people shy away now from radio and from TV and from press releases and from like, the magazines, because it feels like it's not in reach. And it feels like like that's for the big players almost or, like, you know, we can all have our Facebook Lives and so on, but to like, you know, to get into Entrepreneur Magazine, or, or Forbes, like we forget that they actually depend on content from other people's so so maybe you can talk about how it's actually actually a lot closer and reach than you might think it is.

Angel Tuccy: 00:04:19

You know, it is it's it's really good news for any business owner, any organization author speaker, is the fact that there are journalists every single day who are looking for stories, they were looking for content, radio hosts every day, I would get into the radio studio, and we would start to build our show for the day by scouring through press releases and scouring through the news to figure out what we were going to talk about because it was fresh new content. We were putting it out especially as a radio talk show host it's fresh new content every day. So as that small business owner when you're thinking traditional media is only for big companies and large businesses. It's only because they've tapped in to it, but that same opportunity is available for any anybody any day good stories get good airtime so if your business is out there making an impact creating you know breakthrough stories for your client, you're you're starting something new. Even just opening a business launching a podcast starting a brand new masterclass creating a new product or proof of program, publishing a book, like all of these things become headlines that the media is looking for, and can use as filler between the traditional larger news stories that they're covering.

Catharine O'Leary: 00:05:36

And I think I think the good news in this is that, like, it doesn't have to cost you anything if if anything really there are there are ways to make sure that you can be writing your press releases, and you know, getting into the into the news, but I think that when think people think of like TV or radio, they actually, I think what they're I think what they're equating that to is like paid advertising they are trying to get

Angel Tuccy: 00:06:04

lately Yeah, trying to advertise thing is, is one is one vehicle and large companies use both right they use free advertising or, you know, free PR as well as paid advertising as as a bundle, right? If you're gonna if you're gonna create exposure to be able to add that paid advertising and on top of it is is a brilliant marketing move, and paid advertising when people used to ask me how much right should you spend, I'm like you can spend as much as your budget will allow me you could have a billboard down the highway. That's, you know, 20 grand, right, for three months of visibility, you can have an advertorial and Oprah Magazine for $18,000, we could have a billboard in Times Square for $175,000. So, you know, there's, there's a lot of money you can spend in advertising. But the good news is to create just that, get your foot in the door, with a press release with a with an interview and a feature on TV, on radio on a podcast. In most cases, it's it's free, or very nominal cost. So it doesn't even matter. You don't have to have a marketing budget to create this kind of exposure. And then of course, the larger the exposure, the larger the audience and you controlling when people are going to see that starts to add up in cost. But in the beginning, most of it's free.

Catharine O'Leary: 00:07:30

Yeah, and I think the other thing to remember is that this is for visibility, what we're talking about is visibility and it's not speaking to sell per se it's not it's not that you're gonna get on to Good Morning America tomorrow and be able to pitch your your masterclass or something like that. Like that's not really what we're talking about. We're talking about, hey, I've got a new podcast launching or, you know, you know, we've got a summit coming up, or we've got a class coming up and book a book book.

Angel Tuccy: 00:08:02

Yes, yes. And or I'm speaking on this stage. Traditional media and leveraging what I like to call other people stages is the best way to build your following build your audience to build your list. So you haven't paid for advertising. So you can't sell. They're not interested in helping you to sell your programs, they will help you sell. There is one thing though Catharine, that if you have this product, a specific product, they will help you, they will help you sell it, you can still be invited for free, they'll encourage their audience to buy it. And that one thing that if you are selling this and you fit in this criteria, as if you are an author, the the host will always promote your book to their audience, for some reason, that doesn't feel like a sales pitch. It doesn't feel like an infomercial. It doesn't feel you know, like you skipped around advertising. It is the one secret sauce, right? If you are an author to be a guest and to be interviewed for free, they will tell the audience to go buy your book, even on Good Morning America, right even on all these big big stations, which is very exciting. So if you don't have a book yet published, I love talking and encouraging, especially business owners to go out and publish their books. In fact, Catharine, here's how bizarre this is. I mean, not bizarre, but it doesn't even matter what industry you're in. We just published a book this week, called using power to empower it is for a solar panel company to invite and encourage people to start their own. Number one to add solar power panels to your home or business. And number two, if you wanted to start your own solar to become a solar representative solar power representative. So he's using his he's a solar power business, and he wrote a book his story. And now because of that, he can go and be invited and promote sell this book and talk about his company all at the same time. So even in solar power industry, you can leverage the power of being an author in order to create media exposure,

Catharine O'Leary: 00:10:16

which is, I think, really, really interesting. So first of all, everyone, like, that's a writer downer, as, as people say, that, you know, like having that book is is a way to get your content into people's hands when you are on a visibility tour, or you're doing, you know, press releases, and so on. But a book also gives you a lot of opportunities to connect with your audience even further. So you have the opportunity to put QR codes that might go to videos in it, or maybe you have a companion journal or something along those lines that that adds to the book. So the book doesn't, like, that's not the like, that's the start of the conversation. It's not the end,

Angel Tuccy: 00:11:05

you know, I think this is so perfect for kickstart the conversation, because it is a way to open up the door to put this book in somebody's hands, especially your ideal client. And, and get them I like to call it your sales castle. But get them back using like you said, those QR codes, those dynamic elements that bring them back to your website, bring it back to your programs. And I often call I call it a food book, but it's really an because it puts food on the table is why I call it that but it's really a love letter, like a 100 page love letter to your clients to, to just get them to fall in love with you for them to feel like they know you like you trust you to you know what I think we might have to just start call this as conversation starter really is what this is, it's really one of the most ideal ways to start that conversation, that also opens up the door for exposure and visibility, to be invited to speak to new audiences every single week.

Catharine O'Leary: 00:12:09

Every single week, so, so I love this because, you know, as you well know, I'm all about the quizzes and all about you know, getting to know like, or building that know, like and trust factor with your ideal clients. And I love you know, kind of taking the what what you call the two days a week, the podcasts or the you know, the, the PR or the radio or whatever, and, and filtering that through a quiz to build that know, like and trust and then you can you can invite them to buy the book. So you can invite them to, you know, to continue the conversation with the book or, you know, with with a

Angel Tuccy: 00:12:48

book could be, it could be an audiobook, it could be an ebook, it could be a paperback and leveraging the quizzes, which format Do you prefer to learn in? Like, how would you like to receive this and, and that gives you another piece of information from that, from that, that lead? Which which module? Or which formula? Do they like do they like to learn just by listening? Now, you know, if you've got podcasts and you've got audios and things that you can put together to to you know, to feed to them if you know they would rather have it in hand right and have that book in hand and hold it then maybe you're putting together workbooks and tangible things that you can put in their hands and if you know they want what did I say audio paperback? Oh the ebook right? All electronic things right? They want things delivered electronically and so you can do some some digital stuff and like oh, you're just you're blowing my mind Catherine right have another way that well it's

Catharine O'Leary: 00:13:48

just it's a way that you get to meet your clients where they're at. Right and so it's just another piece of information that if you know if you can customize your messages to be in a format that people like to use, then that's just going to make you you know more relatable to them and and and they feel heard like wow, she really took the time to understand me because not only did I want the audio book but now I'm just you know getting audio grams or I'm you know, getting you know, the podcast links or if you're visual I'm getting the you know, the YouTube links you know, with the same contents so it's just a way to to be able to again meet your clients where they're at, I think

Angel Tuccy: 00:14:34

I think it's brilliant, I think is Brian and and this is why I said we've been on this path together because if you're creating exposure, more exposure if it's not effective, it's just more okay you know, you can go to the all you can eat buffet and just keep piling on right pile and stuff on your plate. But but it's not. More is just more if you have If you're gonna take the time to create the exposure and create that visibility, and attract people back to you, you want to make sure that their ideal clients like quality over quantity, quantity over quality wins in business. Every time. I know so often, Catherine, people feel like it's a numbers game, right? You just gotta keep pouring numbers in numbers. And it's because their numbers stink, right? Like, you've got to have, you know, 100 people, and then you get 10 people on the call, and you get this many meetings to get one client. It's because the 100 they're starting with aren't probably their ideal client, they didn't have a conversation with them, they weren't pre qualified, they haven't mastered, like, who is going to be this one. So they feel like I just need more exposure, more exposure. But truly, when you can filter it out, and then you learn get this information of this is what they want, then you probably and I used to talk about this, you know, it's this funnel de mental problem, right, you have the funnel, the sales funnel. But if you put one person in that funnel, that is the most perfect client, the most ideal that get you get them, they're gonna refer you, they're gonna bring others like them. And so then two people come out the bottom versus 100 people in one at the bottom, put one in the top and two out the bottom, when you can truly master what this messaging is, and you are attracting your most ideal client. Okay, that

Catharine O'Leary: 00:16:30

is the first time I've heard you say that. And that's brilliant. I love that. I love this idea of one person in two people out that's that that just gave me goosebumps. But one of the things that I talked about a lot and people have heard me say is that I would rather be in a room of 100 people where 90 people are qualified and their ideal clients, because then I can talk to the 90 and you know, it'd be cordial to the 10 then be in a stadium of 10,000 and try to find those 90 same people, right? It's like

Angel Tuccy: 00:17:03

a needle in a haystack. I remember one time complaining. Early on, I had hosted a workshop. And I was like, there were only you know, 12 people in my room, right? Like I'm upset. And my business coach, he's like, but they were qualified. They all walked into your room they want would you rather have and what you just said, Hey, we think we want the stadium. But if they're not your perfect client, if they're not ideal, you really are far more effective. And I think I think this is the thing to Catharine, where business owners get so burnt out and so deflated. Because imagine you were in that stadium. And you had all those people there. And like six people came and bought your book at the end of it. Right? You would? You wouldn't feel good about that. Yeah. But if you were in a room that had 50 people, yeah. Yeah. All right. Yeah. If you had 10 people and six people came and bought your book, you would you would be thrilled beyond means for that. Because it's the right answer, you're talking to the right people. And I think that's a great, what you're doing is helping people to talk to the people where they fit, right, who want to work with them, who are we see ideal, that's not just a fluff word. That's not just a trending, we're like, you think about your perfect person, right? They show up on time, they love what you do, they don't squabble about it, they pay their bills on time, and they bring others like them. That's what we want. And that's what we're creating, when you can match everybody up with where they where they fit and what they're looking for, from you.

Catharine O'Leary: 00:18:43

And it's not just what we want, as business owners, it's what our clients deserve. Right? Like, it's like they deserve to find us and to be excited, and to get the help that they need, and to not waste their time, you know, talking to every single coach or, or business or whatever out there, and to be, you know, to be encouraged and to be served and to be helped, you know, with with the that 3am question that's waking them up at night. So you know, they deserve that and they deserve to be able to find you easily. And the way that you know, that we've been talking about in this particular cases in you know, the the public or the PR releases as well as podcasts and just you know, speaking your truth and and getting out there and making sure that you are you know that you're you got the content you got the book, you got the quiz, you get your but you're, you're talking to your ideal clients and you're you're attracting them. And I know Angel we wanted to talk a little bit about books because we went down that path a little bit but co authoring because you held up the one book that is like it was from one person but you know, what if What if people don't really want to write a book because that sounds like a lot of work. All right, so, so what like, you know, like, and it folks, it's really, it's kind of not. But here's a little, you know, secret tip, it's really kind of not. But, you know, like, there are ways to get like, just like there are ways to get marketing strategies out there, there are ways to get a book, you know, in in your authorship, if you will.

Angel Tuccy: 00:20:19

Oh, absolutely. And what's so beautiful about what we, you know, there's different ways, different names for it, like a compilation book, or an anthology book, but essentially, you write one chapter, a group of people get together, everybody contributes one chapter. And now you have a team of marketing partners, other authors, other people who are in the book, who are helping to promote the book to market the book to celebrate the book. And all you had to do is contribute a single chapter, which it's usually something that's very, very near and dear to your heart, like, it's something you're an expert at something you're passionate about. So it doesn't even take a lot of effort right for you, you don't have to research it, you just have to sit down, and and pull your thoughts together. So they are, I always recommend if you've got an opportunity to be featured in somebody else's book along with a group of other other contributors. It's a brilliant, it's a brilliant marketing plan. Because you now have 10 other people or however many right, helping to promote you, because where they go, you go where you go, they go and it's brilliant. The leverage that for what we're talking about to find your ideal client, is to make sure that you've got a call to action inside of your chapter where you're leading the reader to right where you're leading that audience to that can now you can now filter and prequalify. You know, the leads through through where you're leaving them to, but going out and speaking every single week and doing cross promotion. With those other authors, let's just say there were 10. And once a week, you did like a cross promo of maybe interviewing each other. If you don't have a podcast, even just a Facebook Live or an Instagram swap, right, where you're interviewing each other in these videos, that's 10 weeks of cross promotion, that you can use and reuse and promote, but attracting them back into your sales castle where you can have this conversation with them. And I mean, it's like you've got a microphone on one hand and a book and the other and grow, you're good to go.

Catharine O'Leary: 00:22:27

You can dominate the world, on one hand book in the other and a quiz in between. That's

Angel Tuccy: 00:22:33

love it. I love it. Yes.

Catharine O'Leary: 00:22:36

Um, well, Angel, thank you so much for being here today. How can people find out more about what you're doing and working with you?

Angel Tuccy: 00:22:43

I love that. Well, we did. We kind of tapped into a lot of different things here today. And we put together a media starter kit all under one umbrella, where we'll talk a little bit deeper on some of these topics on press releases on connecting with media, getting your story out to journalists, even publishing that 100 Page love letter to your clients. And you can find that at my website, MakeYourBigImpact.com That's MakeYourBigImpact.com. Download the complimentary media Starter Guide. It's going to give you everything that you need to get started including access to our really active Facebook group when you're ready to start being interviewed.