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YouTubeEver wonder why some businesses seem to be everywhere – TV, podcasts, magazines – while yours keeps grinding away in silence? Here’s a shocking truth: It’s not about having the best product or service. It’s about something much simpler that most business owners completely overlook.
In a recent episode of No BS Wealth, PR expert Heather Holmes dropped some serious truth bombs about why most businesses stay invisible. And trust me, it’s not what you think.
The RV-to-Empire Story That Changes Everything
Picture this: A woman living in an Airstream with her husband, scaling a PR agency to seven figures during a pandemic. Oh, and now she has three kids under three. Sounds impossible, right? That’s exactly what Heather Holmes, founder of Publicity for Good, accomplished.
“Our first million dollar a year as a team, as a company was the year of the pandemic. We did live full time in an Airstream. We scaled the business from an Airstream. Now we’re a full time team of 45 employees,” Holmes shares.
The Biggest PR Myth Keeping You Stuck
Here’s the thing most business owners get wrong: They think PR is just about pushing their product. Holmes sets the record straight:
“Media members get hundreds and hundreds of emails a day… What a pitch needs to do is talk about a story or your hero’s journey or provide advice or some of those things, right? It can’t just be about pushing the product.”
Why Your Competition Is Winning the Visibility Game
Let’s get real for a minute. While you’re hesitating, your competitors are taking action. As Holmes puts it, “If you’re not getting in the media, your competitor is. And the one thing that’s different between you and your competitor is your story.”
The Content Creation Hack Nobody Talks About
Ready for a game-changer? Holmes reveals, “Every podcast interview that you do should give you probably like 30 pieces of content.” Think about that. Instead of struggling to create fresh content daily, one media appearance can fuel your content calendar for a month.
Breaking Down the Strategy:
- Get featured in media
- Extract key moments and quotes
- Repurpose for social media
- Use in email marketing
- Add to your website credibility
The Local Media Gold Mine
Want to know the fastest path to bigger media opportunities? Start local. Holmes explains, “If you have media in your market, I always recommend first doing local media, TV, radio, build that relationship because local media wants to feature local experts.”
Real Results That Prove It Works:
“I’ve seen an example a business coach photographer go on our local NBC market, regional market, got all the content and our Instagram engagement increased by 60%.”
The Cost Myth: Debunking the $5K PR Retainer
Here’s where things get interesting. Traditional PR firms charge around $5,000 monthly – putting them out of reach for most small businesses. Holmes decided to change that:
“We created a PR service with a software where we’re pitching you every week to the media. We’re writing a news release. We’re getting some content out there and there’s a mastermind community where we bring in experts. It’s a subscription model. And that’s 750 a month.”
Why Timing Is Everything (And Nothing)
“If you wait until the right moment, it’s going to be too late,” Holmes warns. But here’s the paradox – you also need to understand media timing:
“November is National Entrepreneurship Month, provides a great opportunity. To get in the media the new year, right? Going on and talking about tips for entrepreneurs.”
The Exit Strategy You Haven’t Considered
Think PR is just about immediate sales? Think again. Holmes explains, “PR increases the perceived value of your company… if you’re going to be having an exit, if you’re raising funds, you have to be in the media.”
Strategic Benefits:
- Increased company valuation
- Better fundraising opportunities
- Enhanced credibility
- Stronger market position
- Larger customer reach
Taking Action: Your Next Steps
Ready to stop being invisible? Here’s your action plan:
- Start with your story (not your product)
- Target local media first
- Create a media wish list
- Build relationships with journalists
- Repurpose every piece of coverage
The Bottom Line
The truth about business visibility isn’t complicated – it’s about consistent, strategic action. As Holmes puts it, “It’s not about you. It’s about who’s on the other end of the story or the message or that are going to be inspired by that message.”
Connect and Learn More
Ready to transform your business visibility? Listen to the full episode:
Connect with Heather Holmes:
Remember, every day you stay invisible is a day your competitors gain ground. The best time to start building your media presence was yesterday. The second best time is now.