56: Launching a new offer? Try a Visibility Tour | Expert Guest: Kelly Sinclair

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Step into the spotlight and let our visibility virtuoso, Kelly Sinclair, transform your B2B service business into a tour de force brand. In this episode, we're dishing out a treasure trove for entrepreneurs itching to weave their expertise into a narrative that truly resonates with their target audience. We're breaking down the anatomy of a visibility tour, unveiling the secrets to generating pre-launch hype for your next big service or product. It's not just about being seen; it's about crafting an image as the indispensable mentor in your client's journey to success.

Dive into the details of Kelly's personal visibility experiment that resulted in doubling her email list in just 60 days. Discover how you can replicate this feat with the perfect blend of list swaps, giveaways, and targeted outreach. Plus, she's laying bare the discomforts of media pitching while showcasing how innovations like ChatGPT can turn press release writing from a chore into a growth lever.

Wrapping up this enlightening session, Kelly shares a firsthand account of a 60% spike in podcast downloads, all thanks to a savvy collaboration with local media. Learn the art of writing press releases that captivate editors and reporters, and explore the vast universe of public relations that extends far beyond traditional media. Ready to join a community of like-minded marketers? The Tiny Marketing Community awaits, delivering weekly nuggets of wisdom. And don't miss out on our podcast universe—rate, review, comment, and subscribe for a weekly rendezvous where we continue to fuel your entrepreneurial spirit. Let's elevate your business together!

Resources:
Social Media Links: Instagram: https://www.instagram.com/ksco_kelly/ AND https://www.instagram.com/entrepreneurschoolpodcast   
LinkedIn: https://www.linkedin.com/in/kellyrsinclair/
YouTube: https://www.youtube.com/@ksco_entrepreneurschool
Download: Ultimate Visibility Toolkit
Download:

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Website: https://www.sarahnoelblock.com
LinkedIn: https://www.linkedin.com/in/sarahnoelblock/
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Transcript

Speaker 1: 0:00

Visibility is kind of a touchy subject. We, as business owners, need to be out there and show up and be visible, but the truth is you do. Each one of us has a unique perspective. We have experiences that have shaped the way we think about the thing that we do and it matters and it helps people. You need to be seen for people to understand that.

Speaker 1: 0:33

My favorite clients are B2B service businesses. The reason I love working with service businesses is because you are selling your expertise. You get to be the star of the show when I mark it for you. I get to highlight your subject matter experts, give them visibility, help make your message as digestible and easy for your clients to understand as possible. I get to help you take your knowledge and tweak it, manipulate it so it's easy for your core customer, your ideal target market, to understand and conceptualize. Because you have such amazing knowledge, you have so much brain power in there, but you might not know how to talk about it in order to get people to understand what you're saying or why it matters to them. So I help take your expertise and shift it so it makes your target market the star of the show. They become the hero of the story, where you become the guide of the story. You're guiding them through to their triumph the end, if we're thinking in story terms. As a writer, I love thinking in story terms. Once you have figured out how to position yourself and educate your ideal customer on that thing, you're an expert on. The next thing you need to do is get people to see it, to get people to hear your message. That's all about visibility.

Speaker 1: 2:27

Today, we're digging deep into how to create a visibility tour so you can get seen by your target market before a launch. You have a new service you want to try out. You need to first get people to know it exists. In order to do that, you need to go on a visibility tour, getting seen in front of multiple communities, getting on stages, getting media. When you do that, you get as many eyes as possible on your message, hearing your message. It makes it a whole lot easier to fill those case study offers or launch that new offer or product. Today that is what we're talking about.

Speaker 1: 3:16

I have my expert guest, kelly Sinclair, who is digging in on how to create a visibility tour to launch your new offer or product, or whatever it happens to be. Stay tuned. Kelly and I had a conversation about how to get more visibility around your offer. She gave us so many golden nuggets on how to get this done. Stay tuned, we're about to get started.

Speaker 1: 3:53

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Speaker 2: 5:22

We are not in AC time over here F-Mearing Canada. Now it's done.

Speaker 1: 5:28

I heard you're near BAMF, right? Yeah, I do live near BAMF. Didn't something recently happen? It came up in the news. My husband is a little bit obsessed with BAMF, Right, he's one of his coworkers one there. But I saw it in the news for some reason recently and I can't remember what it was.

Speaker 2: 5:44

Oh, that is a grizzly bear Followed people down a trail for like an hour, so it just kept following them.

Speaker 1: 5:52

Related Before we hit record, and it's talking about my bear attack, which is just my puppy named Bear, and I got Claude trying to get her back in the yard. I also have a bear attack In my own unique way, but that is not the point today. It's the point is visibility.

Speaker 2: 6:11

Can you tell?

Speaker 1: 6:12

me what the visibility?

Speaker 2: 6:14

to or is yes, okay. So I love that we started this conversation talking about collaborating and how we met each other in a collaboration group. But the whole concept here is that don't forget to promote yourself like every day of your business. So we can get so swept up in like redo my website copy, or I need to take this other course, or I have to read a book or listen to all these podcasts, and we're doing these all behind the scenes thing. So I wanted to try and experiment where, every single day, I was doing something externally facing, like connecting with another person for potential collaboration, or reaching out to somebody that I met, an event, signing myself up for an event, going on social media and talking about what I do. All of these were more likely to lead to people coming into my world.

Speaker 2: 7:09

And I did some things over the course of this 60 days that resulted in doubling my email list. So I've been running my business for six years and it's taken six years to get to a thousand people, and then I got like 730 days. That's insane. Tell me what you did to do that. What was that all about? I've discovered the magical world of email list swaps and bundles I have to be part of a couple of really amazing bundle giveaways. What you need to participate in that is some kind of digital product that is of value. A lot of people have that in their business already at like a lower ticket price. You know, somewhere between I have a which I was to give away as part of that. So the people it was a big contribution. Big group of people participate and everybody shares about it a couple of times, but from my end it was very low lift to contribute that because I already had it made. I already have the way for people to get it. It leads into an email sequence and all this.

Speaker 2: 8:18

I broke all of my technology. I had to get the next level of active campaign. My Zapier stopped working because all the things were like shooting off too much. You had too many zaps happening. Yes, I was like, okay, this is serious. So it was bringing all these amazing people into my world. You know, when people come in, when you get new people on your email list, you don't give them a long time in nurture and all this like email marketing strategy stuff. Well, my email open rate increased like it's 48% ish With these brand new people so there's super when you pick something specific.

Speaker 2: 8:55

There's bundles and things like that where it's for anybody. I had one that was focused on moms. My work is primarily on moms and business. That was effective, but the more effective was called the visible AF bundle.

Speaker 1: 9:09

They're trying to get visibility.

Speaker 2: 9:11

I'm a visibility coach. Let's go. So it was really good. I brought all these people into my world. Hi, if you're listening here on my email, thanks for being here. Hello, and I'm glad you downloaded the bundle, because the thing is like people have to go and pick your individual item, they have to go and sign up individually for all these things. So that's a big effort on their part, but it works out, yeah.

Speaker 1: 9:36

The other one of those. Recently I downloaded a ridiculous amount of things from someone's bundle.

Speaker 2: 9:43

Yeah, so I think if I get like 400 plus people per bundle, that I do, I'm going to do those like every two weeks for real.

Speaker 1: 9:51

Now I'm going to. Why would we do advertising? That has come into my like atmosphere before, but I've never said yes. Now I'm going to.

Speaker 2: 10:02

In case you want to hear what some other things were. But yeah, I got so excited about the email list doubling that.

Speaker 1: 10:07

I had a tangent.

Speaker 2: 10:09

I know Exactly. So I was like how can we create these results? I had no expectations. I'm looking at this visibility tour as like a pre-launch strategy. It's not about going out and trying to sell all the time. But of course, when you bring people into your sphere, they actually do. You ask what you do, you book calls. You end up, you know, maybe selling some digital products or whatever those kinds of things can happen. But that wasn't my goal. My goal was just to get more people in my world. I pushed myself out of my comfort zone. My podcast entrepreneur school. In January, at my six month mark, tell the media. So I did a media pitch to the local media. I have a background in PR and I've done that kind of work for my clients before. But it's different when you have to put yourself into the mat right On the edge of my seat. Well, I go on chat GPT to write myself a press release, because I can't make chat GPTs way more generous and boastful than you would be about yourself.

Speaker 1: 12:28

It's uncomfortable talking about yourself.

Speaker 2: 12:30

Use the tools that you have and allow that to support you. I sent it to the radio station and I knew that I was going to be able to get on the radio station Like, first of all, anybody listening local media is starving for content. They have a 24 hour news cycle. When you have a small community, they're trying to make it relevant to the people in their community, as long as you can connect the dots. So I was like, yeah, I'm local and we have a lot of entrepreneurs in our community and I have a podcast for entrepreneurs. So I did a radio segment. They played that for a full day. They did an online story and then I also sent it to the paper. I got an incredible story about me and my business and my podcast Half a page printed in the paper, that's amazing Half a page.

Speaker 2: 13:18

If you think about that in advertising dollars, that's thousands of dollars. They had an online article. I'm on the front page.

Speaker 1: 13:25

That's amazing.

Speaker 2: 13:26

Let's go look at mompreneur. I think is what it says on the front page. Here's what's in the paper this week. So that was incredible. But it doesn't stop there because the timing all these people saw. Obviously I don't live in a huge town. We have 30,000 people. It's a small community, but my podcast downloads the next week went up almost 60%.

Speaker 1: 13:49

Girl, I'm dying. I love all of this. I haven't even thought to pitch local media.

Speaker 2: 13:55

Yeah, it's hard, like it's a bigger lift for yourself, but as long as you can come up with an angle that positions you as relevant to their listeners or readers, that's all they need. The local, regional places are short on staff, looking for anything you can give them If you write it in a press release format. I one time for a client years ago, sent a press release that was printed verbatim in the paper which, and that never happens. They were just like we don't have time to edit.

Speaker 1: 14:26

So let's make this super actionable for people listening. You use chatGPT to write the press release. What are the job titles of the people that you need to reach out?

Speaker 2: 14:36

So You're looking for anyone who, if you have a local paper, you'll open that up and you will see the reporter. You're going to take a quick look at the kinds of stuff because sometimes they do beat reporting, which means they have a theme. So you'll want to be in the business section or whatever's relevant for your industry and find someone who's written something about that or who covers events or who covers like family, like whatever it is for you. In a small town we literally have three people who work for the radio station Period. Besides, it's easier to find someone I have a friend who teaches you like to go on LinkedIn and find that.

Speaker 2: 15:13

But every media outlet will have some kind of online version. They may be producing for radio, but they're also doing online articles for it. There should be names and generally there's names underneath and they're usually clickable with email addresses or they have a general news box that's like news at your media stationcom looking for the editor to reporters. So you would pitch directly to the reporter. But if I do that and I don't have a relationship, I'll also pitch to the general news box, just to cover my bases.

Speaker 1: 15:50

Yeah, pr is so outside of my world but it works really really well.

Speaker 2: 15:55

So I'm thinking about it and you think, you know, I think that a lot of things really fit like. Pr, I think is an underutilized tool when I tell visibility trifecta branding, marketing and PR. We get that. Sales. The brand is understand your brand, who you're talking to and what your messages are. Understand your vibe and how you show up. And then PR is everything, relationship wise, that PR is not just media, that's just part of it.

Speaker 1: 16:24

Yeah, that is actually funny because I have a similar graphic that I use all the time, but mine was collaboration as the third one which I guess would fall under your point.

Speaker 2: 16:35

Yeah, Total was interesting looking back at all the things that happened over the 60 days with the visibility tour Around. That time my podcast spiked. I got pitched this guest who I originally ignored End of your not listening. They followed up. It wasn't the guest himself who was pitching me, it was his PR people and I, okay, I'll check this out. So then I look again at this person and he's got 1.5 million Instagram followers. He's doing an event with Ed Milet and Gary Vee and Russell Brunson and I'll talk to him. I think it's because my podcast ranked higher in that time. I'm making that assumption, but the timing was very connected. I just recorded that episode last week. This person is very successful business person, very family focused, has four daughters and one more on the way. We now have a relationship where he's you come to my event, I'll bring you backstage, you can meet everyone.

Speaker 1: 17:41

I'll be right there. Awesome, if you have your own podcast, having at least one segment a month, that's a guest segment. It's a great way to build relationships. Our first initial contact was meeting on your podcast.

Speaker 2: 17:56

Yeah, no, it totally is. Even if you don't have a podcast, I would encourage you to a collaboration event. Create a platform, other people, because it's leverage. Instead of saying, hey, I want to do this on your thing, you say I have this thing, I'd love to have you. I'm sort of swap. In the last 60 days I did a private podcast series and so I got six guest experts in and all of them contributed to my podcast. We promoted it, got more email subscribers from that. I'm guest speaking in their communities and collaborating with them separately.

Speaker 1: 18:31

So exactly, Loro, who's been on the show twice, was one of your private pod?

Speaker 2: 18:36

Yes, exactly. And then you start building this community of people and sometimes you never know who's going to introduce you to the right person, because we cannot do this ourselves. Entrepreneurs, this is not like put on the blinders and try and do it all. See how you can lean on others, because even in having this conversation I woke up this morning I'll be honest with you I wasn't feeling very. I just had a launch finish and it didn't go quite as well as I wanted it to. So I must suck at all those things as soon as you get on with somebody else who helps you to bring your expertise back. I'm Jack DeGette.

Speaker 1: 19:14

I am glad you're, jack DeGette. Yeah, I actually had something yesterday that had 83 people who RSVP didn't. Only 41 people showed up live. So I'm like man in the same way today.

Speaker 2: 19:27

That's so good. When 105 people are and seven people come, that's fun. That's also the reality of what we live in right now. So many things going on. How do you choose what to do with your time Right?

Speaker 1: 19:39

Yeah, and that's just like a reminder for everybody who's listening right now that we're we're doing the work and we still have those days where we're like, where we just don't feel good about ourselves, and that's normally.

Speaker 2: 19:55

Yeah. So when it comes to the visibility tour, there's a couple of things that are important to consider. I teach this method inside of a program called the visibility revolution. The main thing is that you need a theme. If you're a multi-passionate, multiple, different types of services, we're going to pick one thing and become known for that thing in this period of time. The goals are to increase reach, create collaborations, build up momentum and confidence.

Speaker 2: 20:22

This is where it's like when you decide you know you're going to do health challenge, you go to the gym more. You got to build that in every action contributes to this snowball building up and rolling downhill. You get a result fairly soon from a lot of the things that you do. If you're reaching out, like if I say, Sarah, I'd love to collaborate with you, we have one conversation, we book two podcasts out of it. There's a result, and then what's going to happen when the podcast? Well, we don't know yet, but you're planting seeds for the future. So where can we take these actions and build up the momentum?

Speaker 2: 20:54

Like I tracked it, I wrote it down every single day that I did stuff Brilliant Because it made me see progress on, especially if you're focusing on a new offer that you have coming up or thinking about a sale. You just need to pick something up. In a couple of months, I need to get back on the bandwagon, create consistency again. That is, and everyone has a different. It's about starting taking action. Live for the speaking opportunity. Reach out to that person who you were talking to before about working together.

Speaker 1: 21:27

Here's the action stuff Pick thing. Be doing your tour around core offer or a new lead magnet that leads into your offer. Then build out your tour from there Collaborations and swaps, bundles, pitch the press, local press and podcasts. Is there anything else that we should be doing on our visibility tour?

Speaker 2: 21:49

Well, just as a caveat, Every business is different. In 15 plus years of working in marketing, I've never written the same plan twice. Your business has goals, your own audience. You have your own message and you have your own style. You may or may not like to do. That's okay. Going live on Instagram if that's something you never do, if you don't show your face on camera like, yes, please, let's try and do more. But going to events. It's about creating a mix, a variety of tactical things. You can see what works, what you like, and then do more of the things that get results.

Speaker 1: 22:24

That's a really good point. Test out a lot of things, see what fits you and makes you happy, because you don't want to do something that drains you. But you need to get in front of your audience if you're going to build your business.

Speaker 2: 22:37

Yeah, exactly, it's like that old Instagram audio is like if you don't talk about your business, you don't have a business. Yeah, a real clip, yeah it was. I was like this is my favorite one and it lives in my head, like, if you're like, oh, I don't have a salesman right now or I don't have visibility, just start. There are strategies and assets that you can build out to support making this easier for you. My program actually is a combo of the teaching of building out the strategy on the assets and the actions. It's a digital course and a challenge. This action piece is, once you get the practice of building this up, continue. I finish my 60 days and I'm keep going. I want to continue making sure that I'm focusing on this every day because I've seen great results and I want more of them.

Speaker 1: 23:27

It sounds like you had insane results and I'm going to start testing some of these things that you talked about. Is there anything we missed on your visibility tour before you tell us about your program?

Speaker 2: 23:38

Visibility for the sake of visibility is not worth much. Imagine you're going down a street in a parade. There are thousands of people, but now nobody has any way of connecting with each other. You need a method for capturing that visibility, which means having elite magnet some way to bring them into your email world, because I don't want you to go out and do all of this and then you don't get the people because the people are where it goes to the next step for you.

Speaker 1: 24:05

Let's talk about that a bit before we move on. Some of the best ways to capture Borrowed audiences is the lead magnet. But even better is when you have that digital product like the bundles and you give 100% off promo code. If there is value tied to that lead magnet, then that will get a lot more people signing up for it. Another thing that I do is create a landing page that's specific for the podcast or whatever I happen to be on, so then I can track the success of that experience and have a specific promo code for that show. So then I have the data to back up my future decision.

Speaker 2: 24:53

No, those exact things, and that's your topic. I would be happy to give your podcast listeners access to my digital product that we've been talking about, which is the simplified content system, and then I have the system and tracker tool that I use to map out anything content related. They also add in all my collaboration, so it's like the months at a glance and I made it into this like magical dynamic calendar, so you don't have to spend 100 years building things in Excel. So there's that and, like the caption document and I have a confidence on camera masterclass in there there's a whole bunch of caption tools and templates. I will make a code for you. Yay, I'm sure that's included here.

Speaker 1: 25:35

That is Thank you so much. Before we wrap up, can you tell everybody about your business, your program and how they can reach you?

Speaker 2: 25:42

I am a visibility coach a background in PR and branding making sure that you feel confident to step into who you authentically are when promoting yourself, figuring out who your ideal clients are and how to connect with them. My latest program is the visibility revolution. It built off the framework of the visibility tour method so that you can build out all the pieces that you need to get more visibility consistently and also take action and practice, build up the skill set. So if you want to find more information about that, you can go to kscoca and you will find all of my contact information. I'm on Instagram at ksco, underscore Kelly, and my podcast is entrepreneur school.

Speaker 1: 26:29

Awesome. Thank you so much for joining me. All of those links will be in the show notes page Joining me.

Speaker 2: 26:36

Thanks so much.

Speaker 1: 26:38

Thank you so much for joining us today. If you want to work with Kelly Sinclair, go to kscoca and right there you can learn about her visibility tour method and how you can gain more visibility around your products. Follow her on Instagram at ksco, underscore Kelly, or you could follow her podcast, also on Instagram. It's entrepreneur school podcast. And check out her podcast while you're at it Entrepreneur school and look around for me, because I know I am in an upcoming episode. I think it's coming out in January, so that'll be cool. You get to hear more of me and Kelly shooting the shit and chatting around entrepreneurship.

Speaker 1: 27:28

But while you are here, make sure to rate, review the podcast. If you're watching this on YouTube, leave a comment so we can have a conversation and join the tiny marketing community. That link is in the show notes page where you can send questions Actually, you can send them in video, audio only or just text questions anytime on the AMA channel and you also get free weekly tips in two minute chunks. So go there. Tiny marketing community is via story prompt and I will see you next time. If you haven't noticed, I've moved to a weekly cadence. I'll see you next time.

Speaker 2: 28:12

Mwah.