Build Your Brand on a Solid Foundation
of Clear, Careful, and Consistent Branding and Messaging
You’ve landed here, so it’s clear you’re committed to making a difference. But let’s be honest, commitment can be daunting – especially if you’re overwhelmed by options and confused about the best next step. Truthfully, commitment can be lonely. Passion for your cause can feel like solitary confinement.
Sometimes you can feel this way even if you have a team around you.
I get it.
You’re trying to find a needle in a haystack. You’re waiting for the stars to align in the perfect constellation, showing you exactly what actions will have the most impact. Even if you have a great life, something’s missing.
You’re waiting for a burst of clarity, when everything falls into place.
What will you do and who will you be?
Seventeen years ago I was swimming in that sea of uncertainty. I’d tried many things at that point, looking for just the right fit, like Goldilocks wandering around the bears’ house. I got a chemical engineering degree (which I must confess I’ve haven’t used one day in my life). I worked for the world’s largest personal growth and development company, which was extraordinary. What their courses provided for me and other people was awe-inspiring, and it was such a privilege to work for them. [Side note: I love how the universe works, because now they’re our client.] I was a financial planner, helping teachers find financial freedom.
But here’s the thing: while all those roles made a huge difference, I still felt there was something else I was supposed to be doing with my life.
Can you relate to that? Even if you’re doing what you’re meant to do on the planet, that doesn’t mean you’re fully embracing it.
Then, one conversation changed everything.
Michelle (who’s now my business partner) was flying down I-26 in her black Honda Civic. I was in the passenger seat, and our trusty sidekick Lexington was along for the ride. Lex was Michelle’s beautiful blonde husky; I can still see his mischievous crystal blue eyes. Always up for an adventure, Lex was definitely excited for this wild ride to our new home in Saluda, North Carolina. Saluda isn’t a natural choice as the place to start a business, to say the least – it’s a quaint little southern town that resembles a 1920s Hollywood set – but it captured our hearts and we just knew it was the perfect place to land.
You know when something’s just right. Right?
Michelle and I were moving to North Carolina from Ohio, and this trip was one of many we took back and forth. But this trip changed everything. We trusted the universe and we knew we should go into business together, but until this trip we hadn’t decided what that business would be.
So there we were, rolling down I-26 and chatting about the kind of business we wanted to create. I told her that I felt like I’d made a difference one-on-one and even within a community. But I was really interested in something bigger; I wanted to change the world. I didn’t want to do it by myself; I wanted to do it by supporting others who were committed to changing the world.
I assumed after expressing my desire that we’d begin a conversation, but instead Michelle turned to me and simply said, “That’s PR!”
“PR!? What do you mean?”
Michelle and I had originally met at a Landmark self-expression and leadership program that I was leading, but I had no idea that she’d worked her way through college doing PR.
As she began to explain the power of PR, I felt my molecules reorganize. A burst of clarity. Everything came into focus.
Michelle explained the magic of PR: a one-to-many conversation. Rather than working one-on-one, PR allows one person to impact the lives of many.
So if you want to change global conversations, PR is an essential way to recruit the media to your cause. If you move, touch, and inspire them, they’ll share your story with their audience, which can be millions of people.
I knew in that instant that by helping difference-makers share their message with the media, we would change the world. That was what I was meant to do.
What’s Your Story?
The clarity that comes from having a committed listener who knows the market is amazing. See, if you want to have purposeful reach, you need to know what makes you YOU, and you need to know which parts of you can have the most impact for the world.
Are you with me? (That was a lot of yous.) So, what makes you YOU?
We’re all unique. I know it’s difficult sometimes to see that, but it’s true for everyone. We often just can’t see the water we’re swimming in.
How do the pieces of your life – your experience, education, and projects – all weave together into the message you want to deliver to the world?
Let’s be honest: when you’re standing back looking at it all at once, your message can look like a hot mess. That’s why having a conversation with a committed listener can help you cut through the static and find your music.
Here’s the good news! Most of the time, all that’s needed is a small tweak.
Now, I know what you’re thinking… what’s the big deal? It was a HUGE deal; adding one word made all the difference. When we tweaked Don’s message, we landed him a ton of media placements, including 102.1 KDFC San Francisco – which drove over 10,000 visitors to Don’s website that morning, landed him a full-page spread in Outside magazine, and turned him into a best-seller.
The details do matter and finding the thread that weaves YOU together in essential.
Leverage Technology to Make PR Efficient (and Affordable)
I’d seen Michelle work her magic, so it was clear from the beginning the role she’d play in realizing our commitment to change the world with PR. But my role wasn’t so clear.
What would I bring to the party, other than my obvious good looks? 🙂
We decided I’d be CEO. I’d speak to incredible luminaries doing good in the world to see if a partnership could further their reach. It was perfect! I’d use my intuition and business experience to help amazing humans evaluate their overall marketing plan and commitments to sort out if PR was the right next step.
It wasn’t until one day when Michelle almost lost an opportunity with the Wall Street Journal for one of our clients that another part of my life’s journey came into play: my dot-com background.
I’d worked for a dot-com back when the internet was still emerging as a cultural force, and I was still intrigued by how technology and the internet would transform the way we do business. That day, Michelle came to me and said, “What am I going to do? If I don’t deliver [the WSJ journalist] this photo successfully, we’ll lose this national placement. It goes to print in the morning. I need a solution, now!”
This was long before Dropbox or other file sharing solutions.
“No problem,” I told her. “You already have the technology:upload it online, then send her a link.“ In that moment, I knew the writing was on the wall; the demands of an always-on, fast-paced media would only increase as the internet grew. After our technology sealed the deal with The Wall Street Journal, Michelle said, “Every person doing PR needs this, Drew. This is the future.”
And it’s even more true today. That was that day we created OnlinePressKit247.com.
Since then we’ve been on the cutting edge of using technology to make PR affordable for our clients. Even if you’re doing DIY PR, we understand the importance of affordability in both your money and time investment.
Use Technology to Be More Effective
Whether you’re dealing with Good Morning America, Dr. Phil, Oprah, or your hometown newspaper, if you want them to interview you, you need to be prepared and organized!
You must anticipate what press materials they will ask for before they ask.
Why? Because the media is – and always will be – busy!
From the smallest to the largest outlets, the media is bombarded daily with experts, authors, and business owners clamoring for attention.
What will set you apart and make you WAY more effective?
Put yourself in their shoes; they’re human beings looking for ways to make their jobs and lives easier. When you think like a journalist, it’s clear why you’d want an online press kit. Everything they need is strategically organized. There’s no need to go back and forth with an expert and wait to complete an article.
Use Technology to Automate your PR (and Make Your Life Easier)
Being prepared can be the difference getting interviewed by Dr. Oz or sitting on your couch, frustrated, watching him talk to someone else.
You’re sure if it had just been you in that chair, his audience’s lives would never be the same.
A powerful online press kit allows you to systematize your PR and create a process that fits into your life and business.
A properly written online press kit gives the media everything they may need. Since it’s organized with them in mind, it makes their job easier.
Truthfully, it makes your life easier, too. It helps you stand out from the disorganized crowd.
The media will invariably call you when you are in a two-hour meeting, stuck in traffic, or about the leave the office for the day. The media doesn’t work a 9-5 job; they are always on, and everything is always urgent. It seemed like Oprah’s producers would always call Michelle on Fridays after she had left the office.
Which expert do you think they will use? The one that provides their online press kit URL immediately, or the one that says they will get their materials to them when they get back to the office in 2-3 hours?
Technology not only makes your life easier, it puts your best foot forward.
You’re the expert. But that doesn’t matter if you don’t present yourself as one. Journalists won’t work with sources they don’t think are at the top of their game, no matter what they have to offer.
Would you wear flip-flops and cut-off shorts to an interview? Of course not.
An online press kit shows the media that you’re their go-to person. Period.
You Don’t Have to Go On the PR Journey Alone
I’ve shared a little about my experience in finding the perfect partner, but there are always two sides to the story…
Both Michelle and I have been around the block a time or two. As Michelle says, “I’ve seen PR transform from typewriters to Twitter.” We know what worked back then that still works today. We know how to navigate the current media landscape.
That’s why we created this opportunity: to make sure you have all the essential elements to fulfill your purpose and expand your reach with PR.
We don’t want you to do it alone! So, we created the Branding and Messaging Foundation program.
We’ve broken down our process into three distinct elements: Clarity, Technology, and Strategy. Our team of innovative experts will work closely with you on each aspect. Here’s what we mean:
* (We offer a $2,000 discount for nonprofits AND organizations, individuals, and companies who are committed to doing good in our world.)
If you feel you fit our “doing good” criteria or you have questions, book a call with me.
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Why is this so important?
Look, I think we’re all clear the world needs a different narrative – a different story. And the current narrative will only shift if people like you take action to get your message out into the world.
Hillel the Elder said, “If not you, who? And if not now, then when?”
Our personal plea to you is if you have something to contribute to make a difference, please join us on this journey to transform the world.
If you’re ready to move forward with our Branding and Messaging Foundation process, you can purchase it through our secure order form below. And if you’re not quite ready to make a commitment, but you have questions or want to know if you qualify for the “doing good in our world” special price, please schedule a call. We can help you determine if our process is right for you.
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Lastly, I want to thank you for your commitment to make our world better!
Drew Gerber, CEO
Wasabi Publicity, Inc.