[163] PR: How to Pitch with Brigitte Lyons


Do you wish you could see your handmade creations in your fave magazine? Or maybe get a feature on a podcast?

If so, you need to do some PR – public relations – and get in touch with them!

But how should you go about doing this? What sort of email is most likely to pique their interest and get you the chance to land a feature?

In this episode, I pick the brain of PR expert Brigitte Lyons, as she explains what PR is, and how to use it to spread the word about your business – for free!



Quote and highlights from this episode:

  • “As you get started with PR try to cultivate a mindset that you have something of value to offer.” {Brigitte}
  • When you have a product, traditional media is a solid place to start. Print media and online outlets that do regular product round-ups mean you can develop and reuse one pitch. The energy needed is low but the success rate is also low.
  • “The cost benefit to pitch a podcast and being on the show is so incredibly strong.” {Brigitte}
  • Have your business gaining momentum then invest time into your PR – use the time to be selling your products at the start.
  • “PR is not a replacement for sales – it will never fix a sales problem.” {Brigitte}
  • Make PR part of your marketing project flow.
  • With your pitch, tell the story of how your work fits into the coverage they already have.
  • “We don’t need to know your life story to feature you on my blog.” {Jess}
  • “When you are looking to pitch your PR, look for places that already cover other products that are similar to yours.” {Brigitte}
  • A good guide for pitch length – “If you have to scroll down it is too long.” {Brigitte}
  • Do your research to assist with your pitch and look at show notes, read blog posts and examine features.
  • Avoid your pitch being too short – two sentences is insufficient to get your story across.
  • Ensure you address your pitch to the person’s correct name!
  • “For people who are busy or receive lots of pitches you need to stand out.” {Jess}
  • Limiting it to one follow up enquiry ensures you do not pester the person you are contacting.
  • If you decide to outsource your PR, look for a person or agency who knows your industry.
  • Check out Brigitte’s work here!


[157] Leverage your Etsy Shop with Danielle Spurge


Want to get featured in a big magazine or online publication? Making sure your Etsy shop is top-notch is a great first step.

My own jewellery has been picked up and featured on Buzzfeed, Ring to Perfection, and in many other places, but that wouldn’t have happened if I hadn’t put in the work to have eye-catching product photos.

Of course, that’s only part of the story – and my guest today, Danielle Spurge of the Merriweather Council has got plenty of experience and knowledge to share with you on this topic.

She’s been featured in stacks of places, and in this episode she’s sharing her advice on how to leverage your Etsy shop OFF Etsy to get seen and grow your business.



Love the show? You can show your support by:

  • Leaving a review on the C&T FB page.
  • Leaving a review on Apple Podcasts.
  • Donating a few dollars towards the costs of producing the pod.
  • Joining the Thriver Circle, which gives you access to exclusive members-only episodes (and SO much more). Without the members of the Circle, this podcast would not be possible.



Quotes and highlights from this episode:

  • The traffic you generate on Etsy is not just buyers.
  • “Influencers, big names, media outlets and buyers don’t search google, they go straight to Etsy. If you’re not on Etsy you’re missing out” {Jess}
  • Danielle worked hard to optimise her store for influencers, big store buyers and media as well as buyers.
  • “News outlets need content to share and Etsy is a hot bed of cool and interesting things” {Danielle}
  • A media opportunity can change the game for a small business.
  • Danielle shares a story about the Gilmore Girls and how this increased exposure of a product.
  • Jess shares a story about the longevity of sales from a media feature.
  • “You’ve got to have it sorted – have your products looking great and ready to pick up” {Jess}
  • Use your shop like a portfolio and have images and content ready to share by influencers and media outlets.
  • “No one is going to want to feature a shop that is half-empty or incomplete” {Danielle}
  • If you are interested in collaborations be aware these take longer to arrange and you will need to have a body of work that works as a showcase of your work.
  • Turn around for items needed for a photo shoot is often short. If an opportunity comes up you will need to turn production and shipping around very quickly.
  • “You want to take advantage of an opportunity if it comes up. You don’t want to have to turn it down because you didn’t know or don’t have what they need” {Danielle}
  • “If you want to make a long reaching wide PR strategy you do have to work for it but sometimes they come to you” {Jess}


[155] Magnetic Marketing with Shannon Bush

Does your marketing copy sometimes just feel a bit… blah?

Like – you’re not quite sure what to say to really explain how awesome your product actually is?

In this episode, you’ll learn a key tactic that will make your product descriptions SO much more powerful and persuasive – and it’s called the benefit statement.

My guest today is Shannon Bush, who has been working with businesses of all shapes and sizes for over 10 years, helping them overhaul their messaging and grow their reach.

In this episode, we talk about her concept of magnetic, or ‘lean in’ marketing – how to draw people to you rather than pushing them away with shouty marketing tactics – and we go in-depth on the process of crafting a benefit statement for your products and business.

So get your notebook ready, and prepare to create powerful product descriptions that will tap into the wants and needs of your ideal customer, and get you more sales!

(P.S. I totally used Shannon’s tactic to write that last sentence…)



Love the show? You can show your support by:

  • Leaving a review on the C&T FB page.
  • Leaving a review on Apple Podcasts.
  • Donating a few dollars towards the costs of producing the pod.
  • Joining the Thriver Circle, which gives you access to exclusive members-only episodes (and SO much more). Without the members of the Circle, this podcast would not be possible.



Quotes and highlights from this episode:

  • You are never done with business – there are always new things to learn and try.
  • Magnetic marketing is about finding your own magnetism and creating an approach that is genuine to who you are.
  • Aim to create the “lean in effect” where people want to engage with you, find out more about your products and are drawn to you and your story.
  • Take the extra time and effort to connect with your customers and build a relationship.
  • “People buy from people – remember the human element” {Shannon}
  • Your marketing helps people understand what you sell and why they should select you rather than others in the same field.
  • Jess recommends the book “The Fortune Cookie Principle” by Bernadette Jiwa
  • “The descriptions of what you sell are critical” {Shannon}
  • Each of your products has a why. Consider why you started making, why you chose those components, why you designed your product this way.
  • “People do invest based on that perceived benefit” {Shannon}
  • When writing product descriptions outlines its features and then outline the benefits. This is wordier but it provides customers with why they need this product in their lives.
  • “Just because you are making something that doesn’t have a practical purpose doesn’t mean that people don’t need it in their lives” {Jess}
  • Use the language customers are leaving in reviews for your products to help shape your benefits text.
  • Linking statements are the words between the list of features and the list of benefits that provide extra dynamism. Examples include “so you can”, “allowing you to” and “reminding you that”.
  • With descriptions, remember to speak to the person directly and use “I” and “you” not “we” and “they”.
  • Magnetic marketing can feel very easy because you get to be “you”. Be genuine, build relationships and keep it real.



[154] The Success of Soak Society


So many business come about because the creator sees a problem, and can’t find a solution… so they create it themselves.

Soak Society is one such business. It’s founder, Natalie Thorogood, started the business a few years ago when she wanted to use bath salts without any artificial colours or fragrances. She couldn’t find what she was looking for, so she created it.

Over the next few years, Soak Society has blossomed into a boutique bath product company that is stocked all over Australia and overseas, including in a huge range of stores in Tokyo.

Natalie is a brilliant example of a young woman who saw and opportunity and jumped on it. I loved chatting with her – she’s a Sunshine Coast local, so just down the road from me, and she exhibits a wonderful down-to-earth perspective on work and life.

P.S. Are you ready for the #MakingItPodcourse? It’s a FREE 30-day course for makers in business, and I’m publishing a lesson a day on the podcast. It kicks off on July 1st!


Head over to MakingItPodcourse.com to register now for email reminders and updates throughout the course.





Love the show? You can show your support by:

  • Leaving a review on the C&T FB page.
  • Leaving a review on Apple Podcasts.
  • Donating a few dollars towards the costs of producing the pod.
  • Joining the Thriver Circle – without the members of the Circle, this podcast would not be possible.




Quotes and highlights from this episode:

  • “You don’t have to have a uni degree to start a business” {Natalie}
  • Natalie has a stockist newsletter to provide regular updates on Soak Society happenings. This is supplemented with individual points of contact via phone and email.
  • Soak Society used a PR agency for 4 months to assist with build brand awareness and build stockist list.
  • “You are paying for the contacts and experience they have” {Natalie}
  • Collaborate with others in your field and cross pollinate ideas and content through gifts with purchase, interviews and promotions.
  • Natalie uses Flaunter to compile, share and promote brand imagery, media and press releases.
  • Keeping a sustainable work/life balance is essential.
  • “There needs to be a balance and you can’t be guilty about it” {Natalie}
  • Natalie recommends the book Profit First by Mike Michalowicz.
  • “Consult with your wholesalers – they are your customers and they know what sells in their stores” {Jess}


[151] Being Boss with Emily Thompson


Have you heard of the Being Boss podcast? If so, you’ll know my guest today – one half of the BB duo – Emily Thompson.

If not, you’re in for a treat.

In this episode, I interview Emily about what it means to be the boss of your business and your life.

We cover a lot of juicy mindset topics, and we discuss Emily & Kathleen’s new book – Being Boss.

I loved talking with Emily, and I hope you get a lot out of this episode!

In other news… I introduce you to something very exciting happening on the pod in July!

Listen below to find out more!




Quotes and highlights from this episode:

  • Emily started with her first business at age 18 and her career has shifted and changed many times since then.
  • It is very unlikely that you are going to find the things you are going to do for the rest of your life early on.
  • Confidence is a muscle – the more you work it the stronger it gets.
  • “Find the ways to remind yourself that you are awesome at what you’re doing or you will figure it out along the way.” {Emily}
  • Being stuck in fear will not allow you to lead a fulfilling life and work.
  • “Confidence is something you will have to practise and you will always have to practise.” {Emily}
  • Look for proof in your past experiences of times the thing that scared you worked out.
  • Take a breather from the problem – get some perspective and change gears and then come back with fresh eyes.
  • Entrepreneurs are making it up and figuring it out as they go along.
  • “We are all experimenting. You have to be willing to do the experiments and take the risks.” {Jess}
  • The more you try the more you will fail – get comfortable with failure to allow you try new ways and new things.
  • When things are no longer fulfilling in your business it is time to let consider what you need to change to get back to fulfillment.
  • “There are times when a dream job is no longer dreamy.” {Emily}
  • Systems and process are very important to business it is important to leave space to be creative.
  • “You can systemise yourself into a rut where you don’t have the space to allow your creative juices to be flowing.” {Emily}
  • Find out more about Emily, the podcast, and the Being Boss book here.


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