98. Using Publicity to Appear Larger Than Life with Heidi Krupp-Lisiten

09/06/17 • 53 min

On today’s Marketing Speak, we are going to workshop PR strategies and processes with world recognized publicity expert Heidi Krupp-Lisiten. She is the Founder of Krupp Kommunications or K2 located in Manhattan. We’d all like to have more publicity and a bigger audience. Reaching this goal may seem difficult, but a huge part of it boils down to workshopping the answers to three relatively simple questions: who cares, so what, and finally, why me? If you aren’t clear on how to answer these questions, or know why they’re so significant, tune into this episode.

Find Out More About Heidi Here:

Krupp Communications Heidi Krupp on LinkedIn Krupp Communications on Instagram @KruppKomm on Twitter @Heidi_Krupp on Twitter

In This Episode:

[01:40] - Heidi talks about how to get coverage and appear in the media. She suggests starting by clarifying your story and message.
[03:49] - We learn that Heidi considers herself a strategist, not a publicist.
[05:56] - Heidi clarifies the three questions she has just mentioned: Who cares? So what? And why you? She then workshops this process with Stephan, offering an example of listeners for how they should go about addressing the questions.
[11:09] - Heidi’s advice to Stephan is to be more forthcoming about the great work that he has done, for example by providing data on his books and by being clear about the clients he has helped.
[14:22] - Stephan recaps the lessons that Heidi has just covered to make them clear for listeners.
[15:36] - We learn about Heidi’s “know me, like me, trust me, buy me” philosophy, and how they tie into what she has been talking about.
[17:57] - If your domain is available as a .com, that’s the one you should get, Stephan points out. He explains why this is important.
[19:55] - Heidi talks more about taglines, specifically using the example of David Bach, the author of Smart Women Finish Rich.
[23:09] - Stephan recommends an earlier episode with Ephraim Olschewski about building relatedness and closing seven-figure deals.
[24:42] - Did Heidi come up with the “debt diet” concept and pitch it? How did all that work?
[29:05] - Stephan takes a moment to rave about Heidi’s talent and skill in being a strategist based on the story she has just shared.
[30:53] - Heidi has known Tony Robbins for over two decades, she reveals. She then talks about her experiences with him.
[34:57] - Stephan talks about his personal transformation and the fact that he met his wife thanks to Tony Robbins. He also recommends his other podcast, The Optimized Geek.
[35:33] - We hear about Heidi’s determination to connect Oprah with Tony Robbins, and how fulfilled she felt when the two connected. She then talks about being conscious about choosing clients who are the right fit for her.
[40:03] - Heidi discusses her role in the Chicken Soup for the Soul 20th Anniversary Edition, and the feeling of seeing her name on the cover of a book.
[42:50] - What has that book done to change Heidi’s business and career?
[44:40] - Stephan draws out a lesson for listeners, which is that anything is possible.
[46:07] - Heidi and Stephan go through another brainstorming exercise, which is figuring out what angle Heidi would pitch to get on Good Morning America for her role with the recent Chicken Soup book.
[50:00] - Stephan brings us back to the angle of pitching Good Morning America.
[52:00] - How can people get in touch with Heidi if they want to hire her?

Links and Resources:

Krupp Communications Heidi Krupp on LinkedIn Krupp Communications on Instagram @KruppKomm on Twitter @Heidi_Krupp on Twitter Weight Watchers Tony Robbins Brendon Burchard

Find Out More About Heidi Here:

Krupp Communications Heidi Krupp on LinkedIn Krupp Communications on Instagram @KruppKomm on Twitter @Heidi_Krupp on Twitter

In This Episode:

[01:40] - Heidi talks about how to get coverage and appear in the media. She suggests starting by clarifying your story and message.
[03:49] - We learn that Heidi considers herself a strategist, not a publicist.
[05:56] - Heidi clarifies the three questions she has just mentioned: Who cares? So what? And why you? She then workshops this process with Stephan, offering an example of listeners for how they should go about addressing the questions.
[11:09] - Heidi’s advice to Stephan is to be more forthcoming about the great work that he has done, for example by providing data on his books and by being clear about the clients he has helped.
[14:22] - Stephan recaps the lessons that Heidi has just covered to make them clear for listeners.
[15:36] - We learn about Heidi’s “know me, like me, trust me, buy me” philosophy, and how they tie into what she has been talking about.
[17:57] - If your domain is available as a .com, that’s the one you should get, Stephan points out. He explains why this is important.
[19:55] - Heidi talks more about taglines, specifically using the example of David Bach, the author of Smart Women Finish Rich.
[23:09] - Stephan recommends an earlier episode with Ephraim Olschewski about building relatedness and closing seven-figure deals.
[24:42] - Did Heidi come up with the “debt diet” concept and pitch it? How did all that work?
[29:05] - Stephan takes a moment to rave about Heidi’s talent and skill in being a strategist based on the story she has just shared.
[30:53] - Heidi has known Tony Robbins for over two decades, she reveals. She then talks about her experiences with him.
[34:57] - Stephan talks about his personal transformation and the fact that he met his wife thanks to Tony Robbins. He also recommends his other podcast, The Optimized Geek.
[35:33] - We hear about Heidi’s determination to connect Oprah with Tony Robbins, and how fulfilled she felt when the two connected. She then talks about being conscious about choosing clients who are the right fit for her.
[40:03] - Heidi discusses her role in the Chicken Soup for the Soul 20th Anniversary Edition, and the feeling of seeing her name on the cover of a book.
[42:50] - What has that book done to change Heidi’s business and career?
[44:40] - Stephan draws out a lesson for listeners, which is that anything is possible.
[46:07] - Heidi and Stephan go through another brainstorming exercise, which is figuring out what angle Heidi would pitch to get on Good Morning America for her role with the recent Chicken Soup book.
[50:00] - Stephan brings us back to the angle of pitching Good Morning America.
[52:00] - How can people get in touch with Heidi if they want to hire her?

Links and Resources:

Krupp Communications Heidi Krupp on LinkedIn Krupp Communications on Instagram @KruppKomm on Twitter @Heidi_Krupp on Twitter Weight Watchers Tony Robbins Brendon Burchard

Previous Episode

97. Creating Ridiculously Good Content with Ann Handley

Ann Handley, an amazing writer and marketer, joins me today. She knows exactly what it takes to attract, engage, and keep an audience in today’s market. Quality content is more important than ever in the world of marketing. You shouldn’t just be focused on churning out content in an attempt to reach more customers. That’s a surefire way for your content to get lost in the ever-widening sea of information. Instead, you need to specifically identify your audience and create content that addresses their needs. Ann talks to me about all that and more, so listen in and start making great content today!

Find Out More About Ann Here:

Ann Handley @MarketingProfs on Twitter @annhandley on Twitter MarketingProfs Ann Handley on LinkedIn Ann Handley on Facebook

In This Episode:

[01:23] - Ann and Stephan start off the conversation by talking about their recent random run-in with each other.
[03:48] - What are some of Ann’s favorite nuggets of wisdom and insight from her book Everybody Writes?
[08:04] - Ann shares some of the basic rules of creating content that matters. She discusses viewing communication with your audience as a privilege, and thinking of things from an audience-centric point of view.
[09:23] - When Ann thinks about who she’s creating a piece of content for, she thinks about one person who she wants to help. She then explains that she spends a lot of time on Twitter getting to know her audience.
[11:51] - Ann talks about how deep her profile of her audience persona goes.
[14:21] - We hear Ann’s thoughts on tools that are important for writers, including The Elements of Style.
[18:05] - Does Ann recommend that companies or marketing departments come up with style guides to make sure everybody is on the same page?
[21:16] - Stephan brings up some wisdom from a previous episode of Marketing Speak.
[23:20] - Ann talks about how she handles situations with ghostwriters, in terms of how she gets the best outcome for the company. She emphasizes the importance of having an editor, not just a writer.
[27:04] - Every company with writers should have an editor, Ann explains. She then discusses how to figure out whether content is high-quality.
[28:56] - Ann shares her thoughts on using video rather than writing as the best way to reach your audience.
[31:17] - What does Ann think about repurposing content?
[33:10] - Ann talks about her recommendations for what people should do in terms of creating video-based content.
[35:22] - Stephan’s membership site is running Memberium, and he’s moving to using LearnDash, he explains.
[36:44] - We hear Ann’s thoughts on the ways to use a video transcript. She prefers reading a transcript to watching the video, she explains.
[39:29] - Ann points out that quite a few people start their content by dictating, rather than writing, the content.
[42:58] - Where would Ann recommend people go to find ghostwriters?
[45:45] - Ann thinks there’s an enormous upside to training yourself to think about things from an audience-centric point of view.
[46:57] - What would Ann say to someone who is using writers as cogs in a wheel and just churning out content?
[48:31] - Stephan talks about the importance of intentionality and approaching everything from this perspective.
[52:08] - Ann digs deeper into places to find writers and freelancers.
[54:10] - Ann shares her thoughts on focus groups.
[55:04] - We learn what Ann means when she talks about telling bolder stories. She gives an example of a company that does an excellent job of telling bold stories. Stephan then shares an example of his own.
[58:42] - Being bold doesn’t mean you have to be crazy or wacky, Ann clarifies. Instead, it’s about fully expressing your brand.
[61:51] - Ann offers a book recommendation: Between You & Me by Mary Norris.

Links and Resources:

Ann Handley @MarketingProfs on Twitter

Next Episode

99. Making Data-Driven SEO Decisions with Bill Hunt

Today, I’m joined by the remarkable Bill Hunt, the President of Back Azimuth Consulting and a true expert in SEO. He consults with high profile companies and has his own suite of tools. He also wrote the book on Search Engine Marketing. He shares advanced SEO strategies and best practices for site migration, increasing search yield, finding more of those “not provided” keywords, and advanced search operators. If this sounds like your cup of tea, you’ll enjoy this episode as much as I did.

Find Out More About Bill Here:

Back-azimuth.com Hrefbuilder.com Whunt.com @billhunt on Twitter Bill Hunt on LinkedIn

In This Episode:

[01:07] - Stephan starts off by geeking out a bit on SEO, pointing out that there’s too much emphasis on the fundamentals.
[01:46] - In terms of data mining, how do you make data-driven decisions that are based on more than a hunch? In his answer, Bill talks about some of the things he does to offer value to people.
[07:28] - Stephan goes back to recap a few of the things Bill has been saying to ensure they’re clear for listeners. Bill then clarifies and elaborates on some of his earlier information.
[10:04] - One of the amazing things that Google is willing to give users is impressions. Bill then describes how to do what he calls the “poor man’s yield analysis.”
[12:45] - Bill discusses the importance of a statement answering the question “why us?” This should be shorter than an elevator speech.
[15:39] - What are some of Bill’s other favorite search tips and tricks to find out what’s going on with your SEO?
[17:47] - Stephan asks Bill a little bit of a trick question about how you tease out the HTTPS URLs. In his answer, Bill talks about canonicals.
[21:48] - What do you do when your canonical is not getting obeyed?
[23:32] - Stephan talks about what he finds when he audits clients’ websites. He then uses the example of a specific client, and Bill offers his advice for the situation Stephan described.
[26:14] - Stephan points out that XML sitemaps are supposed to only have canonical URLs in them.
[30:56] - What should listeners pay attention to with regards to HTTP migrations?
[34:12] - Bill discusses chains of redirects and what he would recommend that listeners do about them.
[37:17] - We learn about the benefits of using a 410 instead of a 404, with Bill describing the intended uses of each.
[41:36] - If you want to reduce the amount of wasted crawl equity or crawl budget, would Bill recommend disallows, noindexes, or 410s to carve pages out of the search results? He likes to do a plain noindex nofollow, he explains.
[44:35] - Stephan describes a common approach that he thinks is a huge mistake, which is to disallow these pages. He and Bill then discuss this.
[48:39] - Bill discusses whether link sculpting is still possible.
[51:30] - We learn about the benefits of being able to have a cascading drop-down and the impact of hamburger menus.
[55:04] - We move into the lightning round. What’s Bill’s take on iframes from an SEO standpoint?
[55:27] - What’s Bill’s take on 302s versus 301s?
[56:58] - Is there a tool to track how many clicks away your pages are from an outside link source?
[57:53] - Are there any URL best practices that Bill thinks are no longer relevant or no longer true?
[59:24] - Bill elaborates on what he meant by saying that there’s no need to localize URLs.
[60:58] - Does Bill have any favorite tools for log analysis and looking at what spiders (like Googlebot) are doing?
[62:38] - Bill talks about where listeners can find him.