{"version":"1.0.0","segments":[{"speaker":"Unknown","startTime":2.639,"endTime":5.579,"body":"Welcome to the Small"},{"speaker":"Unknown","startTime":2.639,"endTime":5.579,"body":"Business Big mindset podcast,"},{"speaker":"Unknown","startTime":5.729,"endTime":8.999,"body":"where we dive into tactical"},{"speaker":"Unknown","startTime":5.729,"endTime":8.999,"body":"strategies to grow your business"},{"speaker":"Unknown","startTime":9.209,"endTime":13.229,"body":"and make an impact on this"},{"speaker":"Unknown","startTime":9.209,"endTime":13.229,"body":"world. A huge part of success is"},{"speaker":"Unknown","startTime":13.229,"endTime":16.499,"body":"keeping your mindset and vision"},{"speaker":"Unknown","startTime":13.229,"endTime":16.499,"body":"on track. So this is a major"},{"speaker":"Unknown","startTime":16.499,"endTime":20.579,"body":"part of our process. 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So I"},{"speaker":"Unknown","startTime":506.04,"endTime":509.07,"body":"always tell people leader story"},{"speaker":"Unknown","startTime":506.04,"endTime":509.07,"body":"and not your ego. Does that make"},{"speaker":"Unknown","startTime":509.07,"endTime":511.95,"body":"sense? Oh, 100%. And I love that"},{"speaker":"Unknown","startTime":509.07,"endTime":511.95,"body":"because you've touched on so"},{"speaker":"Unknown","startTime":511.95,"endTime":516.0,"body":"many things, right? It's like"},{"speaker":"Unknown","startTime":511.95,"endTime":516.0,"body":"you, you started off with like a"},{"speaker":"Unknown","startTime":516.0,"endTime":519.57,"body":"story that they can kind of"},{"speaker":"Unknown","startTime":516.0,"endTime":519.57,"body":"visualize themselves in and take"},{"speaker":"Unknown","startTime":519.57,"endTime":523.32,"body":"a stance. So they've already"},{"speaker":"Unknown","startTime":519.57,"endTime":523.32,"body":"invested in then you're like,"},{"speaker":"Unknown","startTime":523.35,"endTime":525.66,"body":"oh, and I saw that you attended"},{"speaker":"Unknown","startTime":523.35,"endTime":525.66,"body":"this, you know, expo or"},{"speaker":"Unknown","startTime":525.66,"endTime":528.27,"body":"conference, you know, so then"},{"speaker":"Unknown","startTime":525.66,"endTime":528.27,"body":"you're like, oh, okay, so then"},{"speaker":"Unknown","startTime":528.27,"endTime":530.46,"body":"you're connecting with them on a"},{"speaker":"Unknown","startTime":528.27,"endTime":530.46,"body":"personal level, and they know"},{"speaker":"Unknown","startTime":530.46,"endTime":533.25,"body":"that you've done their research"},{"speaker":"Unknown","startTime":530.46,"endTime":533.25,"body":"because you're right, I get"},{"speaker":"Unknown","startTime":533.58,"endTime":538.86,"body":"pitched all the time. For"},{"speaker":"Unknown","startTime":533.58,"endTime":538.86,"body":"podcast guests and a, I prefer"},{"speaker":"Unknown","startTime":538.86,"endTime":542.67,"body":"it when it's from the person and"},{"speaker":"Unknown","startTime":538.86,"endTime":542.67,"body":"not from this like agency that"},{"speaker":"Unknown","startTime":542.67,"endTime":545.91,"body":"they've hired to like, book, you"},{"speaker":"Unknown","startTime":542.67,"endTime":545.91,"body":"know, I'm like, Okay, here we"},{"speaker":"Unknown","startTime":545.91,"endTime":552.54,"body":"go. And then be when they have"},{"speaker":"Unknown","startTime":545.91,"endTime":552.54,"body":"actually listened to my"},{"speaker":"Unknown","startTime":552.54,"endTime":554.94,"body":"podcasts, I can actually say,"},{"speaker":"Unknown","startTime":552.54,"endTime":554.94,"body":"Oh, I listened to the episode"},{"speaker":"Unknown","startTime":554.94,"endTime":558.24,"body":"and I learned XYZ or instead of"},{"speaker":"Unknown","startTime":554.94,"endTime":558.24,"body":"just saying I love your podcast,"},{"speaker":"Unknown","startTime":558.24,"endTime":562.47,"body":"podcast, and I'm like, okay, you"},{"speaker":"Unknown","startTime":558.24,"endTime":562.47,"body":"know, but they, they, they draw"},{"speaker":"Unknown","startTime":562.47,"endTime":564.6,"body":"me in because they're like, Oh,"},{"speaker":"Unknown","startTime":562.47,"endTime":564.6,"body":"I listen to this episode, or I"},{"speaker":"Unknown","startTime":564.6,"endTime":567.87,"body":"saw this, I saw that you posted"},{"speaker":"Unknown","startTime":564.6,"endTime":567.87,"body":"this, and I really appreciate it"},{"speaker":"Unknown","startTime":567.87,"endTime":571.65,"body":"XYZ. You know, then I'm like,"},{"speaker":"Unknown","startTime":567.87,"endTime":571.65,"body":"okay, you've got you got my"},{"speaker":"Unknown","startTime":571.65,"endTime":574.62,"body":"attention, you know, and so"},{"speaker":"Unknown","startTime":571.65,"endTime":574.62,"body":"yeah, 100% agree with all of"},{"speaker":"Unknown","startTime":574.62,"endTime":578.55,"body":"that. I love that. You mentioned"},{"speaker":"Unknown","startTime":574.62,"endTime":578.55,"body":"that Aaron, from the you know,"},{"speaker":"Unknown","startTime":578.55,"endTime":582.81,"body":"the receiving end of receiving"},{"speaker":"Unknown","startTime":578.55,"endTime":582.81,"body":"impersonal pitches because"},{"speaker":"Unknown","startTime":582.81,"endTime":586.71,"body":"that's exactly what I teach. My"},{"speaker":"Unknown","startTime":582.81,"endTime":586.71,"body":"students as I pitch to press is"},{"speaker":"Unknown","startTime":586.71,"endTime":592.08,"body":"to quote the person's work."},{"speaker":"Unknown","startTime":586.71,"endTime":592.08,"body":"Because as a content creator,"},{"speaker":"Unknown","startTime":592.11,"endTime":594.63,"body":"whether you're a journalist, a"},{"speaker":"Unknown","startTime":592.11,"endTime":594.63,"body":"podcaster, a blogger, an"},{"speaker":"Unknown","startTime":594.63,"endTime":599.07,"body":"influencer, you're putting out"},{"speaker":"Unknown","startTime":594.63,"endTime":599.07,"body":"content regularly and the best"},{"speaker":"Unknown","startTime":599.07,"endTime":599.97,"body":"compliment for you"},{"speaker":"Unknown","startTime":600.0,"endTime":603.24,"body":"is, and correct me if I'm wrong"},{"speaker":"Unknown","startTime":600.0,"endTime":603.24,"body":"here. But the biggest compliment"},{"speaker":"Unknown","startTime":603.24,"endTime":606.63,"body":"for you is to be acknowledged"},{"speaker":"Unknown","startTime":603.24,"endTime":606.63,"body":"that someone has listened to"},{"speaker":"Unknown","startTime":606.63,"endTime":610.14,"body":"your book or someone has read"},{"speaker":"Unknown","startTime":606.63,"endTime":610.14,"body":"your article. And you have to"},{"speaker":"Unknown","startTime":610.14,"endTime":613.65,"body":"give evidence for that. Right?"},{"speaker":"Unknown","startTime":610.14,"endTime":613.65,"body":"So I always tell my students in"},{"speaker":"Unknown","startTime":613.65,"endTime":617.31,"body":"your pitch, complement their"},{"speaker":"Unknown","startTime":613.65,"endTime":617.31,"body":"work and lead with a quote as"},{"speaker":"Unknown","startTime":617.31,"endTime":620.25,"body":"well. Yeah, I mean, you want to"},{"speaker":"Unknown","startTime":617.31,"endTime":620.25,"body":"feel like you're gonna tension."},{"speaker":"Unknown","startTime":620.49,"endTime":623.67,"body":"But yeah, and if you want them"},{"speaker":"Unknown","startTime":620.49,"endTime":623.67,"body":"to feel like you want to feel"},{"speaker":"Unknown","startTime":623.67,"endTime":626.13,"body":"like they want to be a part of"},{"speaker":"Unknown","startTime":623.67,"endTime":626.13,"body":"what you're building, and"},{"speaker":"Unknown","startTime":626.13,"endTime":629.07,"body":"there's value there, you don't"},{"speaker":"Unknown","startTime":626.13,"endTime":629.07,"body":"want to feel like, Oh, let me"},{"speaker":"Unknown","startTime":629.07,"endTime":632.55,"body":"get on this podcast, or let me"},{"speaker":"Unknown","startTime":629.07,"endTime":632.55,"body":"get this article written about"},{"speaker":"Unknown","startTime":632.55,"endTime":635.43,"body":"me to check that box, you know,"},{"speaker":"Unknown","startTime":632.55,"endTime":635.43,"body":"because then it's just not"},{"speaker":"Unknown","startTime":635.43,"endTime":639.42,"body":"valuable for anybody. So guess,"},{"speaker":"Unknown","startTime":635.43,"endTime":639.42,"body":"yeah, you can tell immediately"},{"speaker":"Unknown","startTime":639.42,"endTime":644.34,"body":"when someone is approaching a"},{"speaker":"Unknown","startTime":639.42,"endTime":644.34,"body":"collaboration in a very"},{"speaker":"Unknown","startTime":644.34,"endTime":649.02,"body":"transactional way. And it just"},{"speaker":"Unknown","startTime":644.34,"endTime":649.02,"body":"doesn't land really, people"},{"speaker":"Unknown","startTime":649.02,"endTime":651.45,"body":"don't like it, they want to be"},{"speaker":"Unknown","startTime":649.02,"endTime":651.45,"body":"acknowledged, they want to be"},{"speaker":"Unknown","startTime":651.45,"endTime":655.47,"body":"heard and seen, you know,"},{"speaker":"Unknown","startTime":651.45,"endTime":655.47,"body":"especially when today's digital"},{"speaker":"Unknown","startTime":655.47,"endTime":657.03,"body":"environment is so crowded."},{"speaker":"Unknown","startTime":658.62,"endTime":663.66,"body":"But unfortunately, I would say"},{"speaker":"Unknown","startTime":658.62,"endTime":663.66,"body":"around 80% 90% of pitches that"},{"speaker":"Unknown","startTime":663.66,"endTime":667.05,"body":"go out, are very impersonal. So"},{"speaker":"Unknown","startTime":663.66,"endTime":667.05,"body":"if you're doing the right"},{"speaker":"Unknown","startTime":667.05,"endTime":672.15,"body":"things, you actually stand out"},{"speaker":"Unknown","startTime":667.05,"endTime":672.15,"body":"beautifully. Right, exactly. So"},{"speaker":"Unknown","startTime":672.18,"endTime":675.45,"body":"what's next, like what you know,"},{"speaker":"Unknown","startTime":672.18,"endTime":675.45,"body":"so what else do you kind of"},{"speaker":"Unknown","startTime":675.75,"endTime":679.5,"body":"suggest? So you're like, This is"},{"speaker":"Unknown","startTime":675.75,"endTime":679.5,"body":"how you approach them. Okay, so"},{"speaker":"Unknown","startTime":679.5,"endTime":682.38,"body":"then it's like, oh, my gosh,"},{"speaker":"Unknown","startTime":679.5,"endTime":682.38,"body":"what if they respond?"},{"speaker":"Unknown","startTime":685.11,"endTime":687.54,"body":"Well, that's, that's really,"},{"speaker":"Unknown","startTime":685.11,"endTime":687.54,"body":"really interesting. Yeah,"},{"speaker":"Unknown","startTime":687.57,"endTime":689.82,"body":"because the biggest thing I tell"},{"speaker":"Unknown","startTime":687.57,"endTime":689.82,"body":"my students, actually, the"},{"speaker":"Unknown","startTime":689.82,"endTime":692.4,"body":"hardest thing for them is to hit"},{"speaker":"Unknown","startTime":689.82,"endTime":692.4,"body":"send on a pitch, right?"},{"speaker":"Unknown","startTime":694.17,"endTime":697.53,"body":"And if you can hit send on a"},{"speaker":"Unknown","startTime":694.17,"endTime":697.53,"body":"pitch, then you've got over the"},{"speaker":"Unknown","startTime":697.53,"endTime":699.96,"body":"mindset issue. Yeah, at that"},{"speaker":"Unknown","startTime":697.53,"endTime":699.96,"body":"stage."},{"speaker":"Unknown","startTime":701.31,"endTime":704.16,"body":"Often, what happens is my"},{"speaker":"Unknown","startTime":701.31,"endTime":704.16,"body":"students, they hit send on a"},{"speaker":"Unknown","startTime":704.16,"endTime":707.82,"body":"pitch. And then and then they"},{"speaker":"Unknown","startTime":704.16,"endTime":707.82,"body":"get a response. And they're"},{"speaker":"Unknown","startTime":707.82,"endTime":710.94,"body":"almost shocked that they've got"},{"speaker":"Unknown","startTime":707.82,"endTime":710.94,"body":"a response. So we had a student"},{"speaker":"Unknown","startTime":710.94,"endTime":714.33,"body":"last year, who joined my program"},{"speaker":"Unknown","startTime":710.94,"endTime":714.33,"body":"in November in the current"},{"speaker":"Unknown","startTime":714.33,"endTime":717.93,"body":"cohort, and she had pitched a"},{"speaker":"Unknown","startTime":714.33,"endTime":717.93,"body":"journalist, before she joined my"},{"speaker":"Unknown","startTime":717.93,"endTime":723.06,"body":"program at Grassi magazine here"},{"speaker":"Unknown","startTime":717.93,"endTime":723.06,"body":"in the UK, very popular magazine"},{"speaker":"Unknown","startTime":723.12,"endTime":726.87,"body":"is perfect for her work. And she"},{"speaker":"Unknown","startTime":723.12,"endTime":726.87,"body":"pitched that journalist and"},{"speaker":"Unknown","startTime":726.87,"endTime":729.54,"body":"didn't hear anything back back,"},{"speaker":"Unknown","startTime":726.87,"endTime":729.54,"body":"it was like the jazz had gone"},{"speaker":"Unknown","startTime":729.54,"endTime":732.66,"body":"into a sort of a black void, you"},{"speaker":"Unknown","startTime":729.54,"endTime":732.66,"body":"know, like out in the cosmos and"},{"speaker":"Unknown","startTime":732.66,"endTime":736.26,"body":"never heard anything back. And"},{"speaker":"Unknown","startTime":732.66,"endTime":736.26,"body":"then she, she learned from me,"},{"speaker":"Unknown","startTime":736.26,"endTime":739.23,"body":"within the first week, she"},{"speaker":"Unknown","startTime":736.26,"endTime":739.23,"body":"crafted a pitches the way I"},{"speaker":"Unknown","startTime":739.23,"endTime":743.52,"body":"teach it, and then immediately"},{"speaker":"Unknown","startTime":739.23,"endTime":743.52,"body":"got a response. She was just"},{"speaker":"Unknown","startTime":743.52,"endTime":746.34,"body":"like, Oh, my God, and it's the"},{"speaker":"Unknown","startTime":743.52,"endTime":746.34,"body":"same job. And to me, that was"},{"speaker":"Unknown","startTime":746.34,"endTime":750.18,"body":"beautiful control experiment,"},{"speaker":"Unknown","startTime":746.34,"endTime":750.18,"body":"right? Same journalist, exactly"},{"speaker":"Unknown","startTime":750.21,"endTime":753.27,"body":"same work that she's pitching."},{"speaker":"Unknown","startTime":750.21,"endTime":753.27,"body":"So the expertise hasn't changed"},{"speaker":"Unknown","startTime":753.3,"endTime":757.5,"body":"is the actual how she's pitched"},{"speaker":"Unknown","startTime":753.3,"endTime":757.5,"body":"it. So once you hear hear a"},{"speaker":"Unknown","startTime":757.5,"endTime":762.09,"body":"response, the key thing is not"},{"speaker":"Unknown","startTime":757.5,"endTime":762.09,"body":"to freeze, don't be a rabbit in"},{"speaker":"Unknown","startTime":762.09,"endTime":766.74,"body":"the headlights. So this is where"},{"speaker":"Unknown","startTime":762.09,"endTime":766.74,"body":"I support my students, where I"},{"speaker":"Unknown","startTime":766.74,"endTime":772.05,"body":"help them steer that opportunity"},{"speaker":"Unknown","startTime":766.74,"endTime":772.05,"body":"to fruition. So actually follow"},{"speaker":"Unknown","startTime":772.05,"endTime":776.22,"body":"up with a journalist, try and"},{"speaker":"Unknown","startTime":772.05,"endTime":776.22,"body":"get a call in the diary, or"},{"speaker":"Unknown","startTime":776.22,"endTime":779.61,"body":"actually share with them have a"},{"speaker":"Unknown","startTime":776.22,"endTime":779.61,"body":"conversation around a story,"},{"speaker":"Unknown","startTime":779.64,"endTime":781.68,"body":"because they're clearly"},{"speaker":"Unknown","startTime":779.64,"endTime":781.68,"body":"interested in the story. If"},{"speaker":"Unknown","startTime":781.68,"endTime":785.19,"body":"they've responded, that is the"},{"speaker":"Unknown","startTime":781.68,"endTime":785.19,"body":"biggest compliment. Yeah, they"},{"speaker":"Unknown","startTime":785.19,"endTime":788.52,"body":"get three, four or 5000 pitches"},{"speaker":"Unknown","startTime":785.19,"endTime":788.52,"body":"a day, they've responded, that"},{"speaker":"Unknown","startTime":788.52,"endTime":791.97,"body":"means they want the story. So"},{"speaker":"Unknown","startTime":788.52,"endTime":791.97,"body":"already feel confident about it,"},{"speaker":"Unknown","startTime":791.97,"endTime":794.7,"body":"and then say, right, you know,"},{"speaker":"Unknown","startTime":791.97,"endTime":794.7,"body":"and kind of move the"},{"speaker":"Unknown","startTime":794.7,"endTime":797.67,"body":"conversation on take, you know,"},{"speaker":"Unknown","startTime":794.7,"endTime":797.67,"body":"take the bull by the reins, and"},{"speaker":"Unknown","startTime":797.67,"endTime":798.33,"body":"then say, right."},{"speaker":"Unknown","startTime":799.59,"endTime":803.67,"body":"Okay, so the journalist has"},{"speaker":"Unknown","startTime":799.59,"endTime":803.67,"body":"said, Yeah, I am actually"},{"speaker":"Unknown","startTime":803.67,"endTime":806.91,"body":"interested in writing a story"},{"speaker":"Unknown","startTime":803.67,"endTime":806.91,"body":"about, you know, I've got this"},{"speaker":"Unknown","startTime":806.91,"endTime":809.91,"body":"column, as you know, I am"},{"speaker":"Unknown","startTime":806.91,"endTime":809.91,"body":"interested in recovering this,"},{"speaker":"Unknown","startTime":809.91,"endTime":813.75,"body":"this is can you tell me more, so"},{"speaker":"Unknown","startTime":809.91,"endTime":813.75,"body":"then you respond back to that"},{"speaker":"Unknown","startTime":813.75,"endTime":817.56,"body":"journalist. And the best way to"},{"speaker":"Unknown","startTime":813.75,"endTime":817.56,"body":"at that point, especially if"},{"speaker":"Unknown","startTime":817.56,"endTime":820.47,"body":"it's kind of a slightly nerdy"},{"speaker":"Unknown","startTime":817.56,"endTime":820.47,"body":"journalist who has a column,"},{"speaker":"Unknown","startTime":820.71,"endTime":825.48,"body":"journalists love data. So if you"},{"speaker":"Unknown","startTime":820.71,"endTime":825.48,"body":"can have Supplementary Data to"},{"speaker":"Unknown","startTime":825.48,"endTime":826.83,"body":"backup your points,"},{"speaker":"Unknown","startTime":827.91,"endTime":832.68,"body":"with your story idea, that for"},{"speaker":"Unknown","startTime":827.91,"endTime":832.68,"body":"them is the icing on the cake,"},{"speaker":"Unknown","startTime":832.83,"endTime":836.13,"body":"say to them, they know it's an"},{"speaker":"Unknown","startTime":832.83,"endTime":836.13,"body":"industry issue, or it's"},{"speaker":"Unknown","startTime":836.13,"endTime":839.88,"body":"something that is a trend, like"},{"speaker":"Unknown","startTime":836.13,"endTime":839.88,"body":"there's recent data about it."},{"speaker":"Unknown","startTime":840.48,"endTime":843.15,"body":"And there's data about"},{"speaker":"Unknown","startTime":840.48,"endTime":843.15,"body":"everything, right. So that"},{"speaker":"Unknown","startTime":843.15,"endTime":847.05,"body":"proves you know, your staff,"},{"speaker":"Unknown","startTime":843.15,"endTime":847.05,"body":"that you've done your homework,"},{"speaker":"Unknown","startTime":847.47,"endTime":851.49,"body":"and that there's credible data"},{"speaker":"Unknown","startTime":847.47,"endTime":851.49,"body":"out there to back up your your"},{"speaker":"Unknown","startTime":851.52,"endTime":856.68,"body":"angle for your pitch. So, start"},{"speaker":"Unknown","startTime":851.52,"endTime":856.68,"body":"that conversation, feed them"},{"speaker":"Unknown","startTime":856.68,"endTime":861.78,"body":"some ideas, some stories, and"},{"speaker":"Unknown","startTime":856.68,"endTime":861.78,"body":"then see, you know, if you guide"},{"speaker":"Unknown","startTime":861.78,"endTime":864.96,"body":"that conversation, say Would you"},{"speaker":"Unknown","startTime":861.78,"endTime":864.96,"body":"like an interview? Should we"},{"speaker":"Unknown","startTime":864.96,"endTime":868.53,"body":"book an interview? And close"},{"speaker":"Unknown","startTime":864.96,"endTime":868.53,"body":"that conversation with when"},{"speaker":"Unknown","startTime":868.53,"endTime":869.37,"body":"would you like to speak?"},{"speaker":"Unknown","startTime":870.69,"endTime":873.12,"body":"Don't waffle on about your"},{"speaker":"Unknown","startTime":870.69,"endTime":873.12,"body":"business? Remember, it's got to"},{"speaker":"Unknown","startTime":873.12,"endTime":875.01,"body":"be all about that story."},{"speaker":"Unknown","startTime":876.93,"endTime":880.26,"body":"That's beautiful. Yes, it"},{"speaker":"Unknown","startTime":876.93,"endTime":880.26,"body":"because it's like, your"},{"speaker":"Unknown","startTime":880.41,"endTime":882.75,"body":"messaging should be about"},{"speaker":"Unknown","startTime":880.41,"endTime":882.75,"body":"supporting them and their"},{"speaker":"Unknown","startTime":882.75,"endTime":886.83,"body":"audience and you know, and all"},{"speaker":"Unknown","startTime":882.75,"endTime":886.83,"body":"of that. And I love that you say"},{"speaker":"Unknown","startTime":886.83,"endTime":891.21,"body":"about the data because for sure,"},{"speaker":"Unknown","startTime":886.83,"endTime":891.21,"body":"like get specific, right?"},{"speaker":"Unknown","startTime":891.21,"endTime":894.36,"body":"Because it's like, if you're"},{"speaker":"Unknown","startTime":891.21,"endTime":894.36,"body":"just like, you know, oh, I you"},{"speaker":"Unknown","startTime":894.36,"endTime":898.02,"body":"know, we make the best pies in"},{"speaker":"Unknown","startTime":894.36,"endTime":898.02,"body":"Atlanta, you know, and it's just"},{"speaker":"Unknown","startTime":898.02,"endTime":899.97,"body":"like what you know, it's like"},{"speaker":"Unknown","startTime":898.02,"endTime":899.97,"body":"it's"},{"speaker":"Unknown","startTime":900.0,"endTime":905.16,"body":"So it's like, dive deep. Get"},{"speaker":"Unknown","startTime":900.0,"endTime":905.16,"body":"those statistics be very"},{"speaker":"Unknown","startTime":905.16,"endTime":908.58,"body":"specific about a drill down deep"},{"speaker":"Unknown","startTime":905.16,"endTime":908.58,"body":"right as far as what you're"},{"speaker":"Unknown","startTime":908.58,"endTime":911.43,"body":"going to talk about. So you can"},{"speaker":"Unknown","startTime":908.58,"endTime":911.43,"body":"differentiate yourself, because"},{"speaker":"Unknown","startTime":911.43,"endTime":915.36,"body":"I bet you they've had hundreds"},{"speaker":"Unknown","startTime":911.43,"endTime":915.36,"body":"of other people that they've"},{"speaker":"Unknown","startTime":915.36,"endTime":917.88,"body":"probably written about the same"},{"speaker":"Unknown","startTime":915.36,"endTime":917.88,"body":"subject, but like, what do you"},{"speaker":"Unknown","startTime":917.88,"endTime":922.17,"body":"bring to the table? And how are"},{"speaker":"Unknown","startTime":917.88,"endTime":922.17,"body":"you taking a kind of a unique"},{"speaker":"Unknown","startTime":922.2,"endTime":925.83,"body":"spin on it? Right? Yes, yeah,"},{"speaker":"Unknown","startTime":922.2,"endTime":925.83,"body":"exactly. And the key thing is"},{"speaker":"Unknown","startTime":925.83,"endTime":930.24,"body":"actually, to be topical. So one"},{"speaker":"Unknown","startTime":925.83,"endTime":930.24,"body":"of the things I teach is be"},{"speaker":"Unknown","startTime":930.27,"endTime":933.6,"body":"topical. So the key question,"},{"speaker":"Unknown","startTime":930.27,"endTime":933.6,"body":"you've got to ask yourself, when"},{"speaker":"Unknown","startTime":933.6,"endTime":936.15,"body":"you are in that conversation,"},{"speaker":"Unknown","startTime":933.6,"endTime":936.15,"body":"when that journalist so we'll"},{"speaker":"Unknown","startTime":936.15,"endTime":940.77,"body":"take our avocado example, again,"},{"speaker":"Unknown","startTime":936.15,"endTime":940.77,"body":"is why now, why should they feed"},{"speaker":"Unknown","startTime":940.77,"endTime":944.79,"body":"you now? So if it's a journalist"},{"speaker":"Unknown","startTime":940.77,"endTime":944.79,"body":"who's got this sustainability,"},{"speaker":"Unknown","startTime":945.39,"endTime":948.9,"body":"you know, environmental column,"},{"speaker":"Unknown","startTime":945.39,"endTime":948.9,"body":"they could be writing about"},{"speaker":"Unknown","startTime":948.9,"endTime":952.98,"body":"electric cars, right? Like in"},{"speaker":"Unknown","startTime":948.9,"endTime":952.98,"body":"the UK, today, there was an"},{"speaker":"Unknown","startTime":952.98,"endTime":956.64,"body":"article about electric cars, the"},{"speaker":"Unknown","startTime":952.98,"endTime":956.64,"body":"industry is like slightly"},{"speaker":"Unknown","startTime":956.64,"endTime":959.01,"body":"broken, people can't charge"},{"speaker":"Unknown","startTime":956.64,"endTime":959.01,"body":"their electric cars are getting"},{"speaker":"Unknown","startTime":959.01,"endTime":962.52,"body":"stranded on the highway. So"},{"speaker":"Unknown","startTime":959.01,"endTime":962.52,"body":"that's a very relevant topic."},{"speaker":"Unknown","startTime":962.91,"endTime":967.2,"body":"Because, you know, if people"},{"speaker":"Unknown","startTime":962.91,"endTime":967.2,"body":"were just struggling, so when"},{"speaker":"Unknown","startTime":967.2,"endTime":971.43,"body":"you pitch your story about your,"},{"speaker":"Unknown","startTime":967.2,"endTime":971.43,"body":"you know, your avocado"},{"speaker":"Unknown","startTime":971.43,"endTime":975.48,"body":"smoothies, you know, that a"},{"speaker":"Unknown","startTime":971.43,"endTime":975.48,"body":"great for the planet, why should"},{"speaker":"Unknown","startTime":975.48,"endTime":976.86,"body":"they cover that story now."},{"speaker":"Unknown","startTime":978.06,"endTime":980.7,"body":"And that's what you've got to"},{"speaker":"Unknown","startTime":978.06,"endTime":980.7,"body":"kind of hook your story into"},{"speaker":"Unknown","startTime":980.7,"endTime":984.21,"body":"something that is happening in"},{"speaker":"Unknown","startTime":980.7,"endTime":984.21,"body":"the world. Yeah, give that lay"},{"speaker":"Unknown","startTime":984.21,"endTime":987.9,"body":"that argument down. This is"},{"speaker":"Unknown","startTime":984.21,"endTime":987.9,"body":"relevant now. So I'll give you a"},{"speaker":"Unknown","startTime":987.9,"endTime":994.38,"body":"beautiful example of it. So one"},{"speaker":"Unknown","startTime":987.9,"endTime":994.38,"body":"of my students last year, she in"},{"speaker":"Unknown","startTime":994.38,"endTime":995.19,"body":"my program,"},{"speaker":"Unknown","startTime":996.42,"endTime":1000.68,"body":"she's an incredible conflict"},{"speaker":"Unknown","startTime":996.42,"endTime":1000.68,"body":"expert. So her name is Kim"},{"speaker":"Unknown","startTime":1000.68,"endTime":1004.97,"body":"Colvin, and she's a former"},{"speaker":"Unknown","startTime":1000.68,"endTime":1004.97,"body":"charge divorce lawyer, and she"},{"speaker":"Unknown","startTime":1004.97,"endTime":1008.81,"body":"helps people find peaceful"},{"speaker":"Unknown","startTime":1004.97,"endTime":1008.81,"body":"solutions in conflict. And her"},{"speaker":"Unknown","startTime":1008.81,"endTime":1012.98,"body":"work is just simply incredible."},{"speaker":"Unknown","startTime":1008.81,"endTime":1012.98,"body":"And I was supporting her, you"},{"speaker":"Unknown","startTime":1012.98,"endTime":1015.74,"body":"know, to get into the media when"},{"speaker":"Unknown","startTime":1012.98,"endTime":1015.74,"body":"coaching her as we do in the"},{"speaker":"Unknown","startTime":1015.74,"endTime":1021.38,"body":"program. And there's so many"},{"speaker":"Unknown","startTime":1015.74,"endTime":1021.38,"body":"different ways for her to pitch."},{"speaker":"Unknown","startTime":1021.68,"endTime":1024.47,"body":"But what was interesting, what I"},{"speaker":"Unknown","startTime":1021.68,"endTime":1024.47,"body":"had noticed was that there was a"},{"speaker":"Unknown","startTime":1024.47,"endTime":1030.62,"body":"lot of family conflict happening"},{"speaker":"Unknown","startTime":1024.47,"endTime":1030.62,"body":"across the US and UK, like, you"},{"speaker":"Unknown","startTime":1030.62,"endTime":1034.37,"body":"know, celebrity conflicts. So"},{"speaker":"Unknown","startTime":1030.62,"endTime":1034.37,"body":"the story that was sort of"},{"speaker":"Unknown","startTime":1034.46,"endTime":1037.28,"body":"starting to break out was the"},{"speaker":"Unknown","startTime":1034.46,"endTime":1037.28,"body":"Harry and Megan story and the"},{"speaker":"Unknown","startTime":1037.28,"endTime":1040.85,"body":"Phantom conflict in the royal"},{"speaker":"Unknown","startTime":1037.28,"endTime":1040.85,"body":"family. And then I'd noticed"},{"speaker":"Unknown","startTime":1040.85,"endTime":1043.58,"body":"that Victoria Beckham was"},{"speaker":"Unknown","startTime":1040.85,"endTime":1043.58,"body":"starting to, there was some"},{"speaker":"Unknown","startTime":1043.58,"endTime":1045.95,"body":"conflict between Victoria"},{"speaker":"Unknown","startTime":1043.58,"endTime":1045.95,"body":"Beckham and her daughter in law,"},{"speaker":"Unknown","startTime":1045.95,"endTime":1047.45,"body":"supposedly Nicole pelts."},{"speaker":"Unknown","startTime":1048.47,"endTime":1051.8,"body":"But the thing that clinched it"},{"speaker":"Unknown","startTime":1048.47,"endTime":1051.8,"body":"for me was the week that I"},{"speaker":"Unknown","startTime":1051.8,"endTime":1054.92,"body":"suddenly thought, like, this is"},{"speaker":"Unknown","startTime":1051.8,"endTime":1054.92,"body":"a time for Kim to go in to the"},{"speaker":"Unknown","startTime":1054.92,"endTime":1058.46,"body":"media, the British media is an"},{"speaker":"Unknown","startTime":1054.92,"endTime":1058.46,"body":"expert, was when the Queen of"},{"speaker":"Unknown","startTime":1058.46,"endTime":1062.6,"body":"Denmark stripped her grandsons"},{"speaker":"Unknown","startTime":1058.46,"endTime":1062.6,"body":"of their royal titles without"},{"speaker":"Unknown","startTime":1062.6,"endTime":1063.35,"body":"informing them."},{"speaker":"Unknown","startTime":1064.7,"endTime":1068.63,"body":"family conflict, three big"},{"speaker":"Unknown","startTime":1064.7,"endTime":1068.63,"body":"examples of family conflict. So"},{"speaker":"Unknown","startTime":1068.63,"endTime":1071.93,"body":"immediately when we had in our"},{"speaker":"Unknown","startTime":1068.63,"endTime":1071.93,"body":"program, we have a media"},{"speaker":"Unknown","startTime":1071.93,"endTime":1074.84,"body":"roundtable where we bring"},{"speaker":"Unknown","startTime":1071.93,"endTime":1074.84,"body":"journalists in, we pitched that"},{"speaker":"Unknown","startTime":1074.84,"endTime":1077.42,"body":"idea to the journalists, we"},{"speaker":"Unknown","startTime":1074.84,"endTime":1077.42,"body":"said, there's been three major"},{"speaker":"Unknown","startTime":1077.42,"endTime":1081.59,"body":"Celebrity Family Feud, like"},{"speaker":"Unknown","startTime":1077.42,"endTime":1081.59,"body":"royal feuds, Family Feud, you"},{"speaker":"Unknown","startTime":1081.59,"endTime":1084.08,"body":"know, there's a trend here is"},{"speaker":"Unknown","startTime":1081.59,"endTime":1084.08,"body":"people are in conflict and their"},{"speaker":"Unknown","startTime":1084.08,"endTime":1087.62,"body":"families. And that's when the"},{"speaker":"Unknown","startTime":1084.08,"endTime":1087.62,"body":"pitch landed. And the journalist"},{"speaker":"Unknown","startTime":1087.62,"endTime":1092.03,"body":"when she wrote the article said,"},{"speaker":"Unknown","startTime":1087.62,"endTime":1092.03,"body":"mentioned those three examples"},{"speaker":"Unknown","startTime":1092.06,"endTime":1095.03,"body":"upfront, and said, and then Kim"},{"speaker":"Unknown","startTime":1092.06,"endTime":1095.03,"body":"was brought in as an expert to"},{"speaker":"Unknown","startTime":1095.03,"endTime":1099.26,"body":"talk about here are five ways"},{"speaker":"Unknown","startTime":1095.03,"endTime":1099.26,"body":"to, you know, support yourself"},{"speaker":"Unknown","startTime":1099.26,"endTime":1100.49,"body":"during a family conflict."},{"speaker":"Unknown","startTime":1101.6,"endTime":1105.02,"body":"Do you see what I mean? You had"},{"speaker":"Unknown","startTime":1101.6,"endTime":1105.02,"body":"to use jack on that topic. It"},{"speaker":"Unknown","startTime":1105.02,"endTime":1108.35,"body":"was a current, it wasn't"},{"speaker":"Unknown","startTime":1105.02,"endTime":1108.35,"body":"necessarily trend. It was just"},{"speaker":"Unknown","startTime":1108.41,"endTime":1112.61,"body":"relevant right now, it was"},{"speaker":"Unknown","startTime":1108.41,"endTime":1112.61,"body":"topical, ya know, that? Oh, my"},{"speaker":"Unknown","startTime":1112.61,"endTime":1115.76,"body":"gosh, that's such a great"},{"speaker":"Unknown","startTime":1112.61,"endTime":1115.76,"body":"example. And it's like, you want"},{"speaker":"Unknown","startTime":1115.76,"endTime":1119.21,"body":"to grab harness that momentum,"},{"speaker":"Unknown","startTime":1115.76,"endTime":1119.21,"body":"right? And so you have to have,"},{"speaker":"Unknown","startTime":1119.57,"endTime":1122.21,"body":"you got to have a ready, man,"},{"speaker":"Unknown","startTime":1119.57,"endTime":1122.21,"body":"it's like, you know, once those"},{"speaker":"Unknown","startTime":1122.21,"endTime":1125.12,"body":"things, you know, hit and then"},{"speaker":"Unknown","startTime":1122.21,"endTime":1125.12,"body":"it's too late. If by then you're"},{"speaker":"Unknown","startTime":1125.12,"endTime":1128.39,"body":"like, oh, I should, I should"},{"speaker":"Unknown","startTime":1125.12,"endTime":1128.39,"body":"have something about that, you"},{"speaker":"Unknown","startTime":1128.39,"endTime":1131.48,"body":"know, that it's like, you've got"},{"speaker":"Unknown","startTime":1128.39,"endTime":1131.48,"body":"to be prepped, you know, so"},{"speaker":"Unknown","startTime":1131.48,"endTime":1134.63,"body":"that, when that momentum"},{"speaker":"Unknown","startTime":1131.48,"endTime":1134.63,"body":"happens, and you're, you know,"},{"speaker":"Unknown","startTime":1134.63,"endTime":1138.86,"body":"always kind of being aware of"},{"speaker":"Unknown","startTime":1134.63,"endTime":1138.86,"body":"what's going on in the world"},{"speaker":"Unknown","startTime":1139.04,"endTime":1142.85,"body":"that relates to your area of"},{"speaker":"Unknown","startTime":1139.04,"endTime":1142.85,"body":"expertise. And then and then no,"},{"speaker":"Unknown","startTime":1142.88,"endTime":1146.15,"body":"you know, kind of like how, you"},{"speaker":"Unknown","startTime":1142.88,"endTime":1146.15,"body":"know, before the Superbowl, like"},{"speaker":"Unknown","startTime":1146.15,"endTime":1149.27,"body":"those writers, they have a, they"},{"speaker":"Unknown","startTime":1146.15,"endTime":1149.27,"body":"have an article for each of the"},{"speaker":"Unknown","startTime":1149.3,"endTime":1152.21,"body":"teams, you know, like, whoever"},{"speaker":"Unknown","startTime":1149.3,"endTime":1152.21,"body":"wins, it's like, we're ready,"},{"speaker":"Unknown","startTime":1152.21,"endTime":1154.73,"body":"you know, and so that, you know,"},{"speaker":"Unknown","startTime":1152.21,"endTime":1154.73,"body":"you gotta have your stuff"},{"speaker":"Unknown","startTime":1154.73,"endTime":1160.25,"body":"prepped and ready to go. And I"},{"speaker":"Unknown","startTime":1154.73,"endTime":1160.25,"body":"love how you coach people to, to"},{"speaker":"Unknown","startTime":1160.25,"endTime":1164.51,"body":"have a call to action at the"},{"speaker":"Unknown","startTime":1160.25,"endTime":1164.51,"body":"end, you know, of their response"},{"speaker":"Unknown","startTime":1164.69,"endTime":1169.16,"body":"to the, to the journalist,"},{"speaker":"Unknown","startTime":1164.69,"endTime":1169.16,"body":"right? Because that conversate"},{"speaker":"Unknown","startTime":1169.16,"endTime":1171.83,"body":"they're busy, right? And that"},{"speaker":"Unknown","startTime":1169.16,"endTime":1171.83,"body":"conversation can just, like kind"},{"speaker":"Unknown","startTime":1171.83,"endTime":1174.2,"body":"of fall to the wayside. If"},{"speaker":"Unknown","startTime":1171.83,"endTime":1174.2,"body":"you're not controlling the"},{"speaker":"Unknown","startTime":1174.2,"endTime":1177.53,"body":"narrative and you're not pushing"},{"speaker":"Unknown","startTime":1174.2,"endTime":1177.53,"body":"it forward. So, I love that when"},{"speaker":"Unknown","startTime":1177.53,"endTime":1179.72,"body":"you're like, you know, don't"},{"speaker":"Unknown","startTime":1177.53,"endTime":1179.72,"body":"just go on and on about your"},{"speaker":"Unknown","startTime":1179.72,"endTime":1183.83,"body":"business be like, what's good"},{"speaker":"Unknown","startTime":1179.72,"endTime":1183.83,"body":"for you, you know, I'm Tuesday"},{"speaker":"Unknown","startTime":1183.83,"endTime":1185.96,"body":"and Wednesday, anytime frames in"},{"speaker":"Unknown","startTime":1183.83,"endTime":1185.96,"body":"there, you know, like, be"},{"speaker":"Unknown","startTime":1185.96,"endTime":1189.98,"body":"specific and really drive it"},{"speaker":"Unknown","startTime":1185.96,"endTime":1189.98,"body":"home. Absolutely. 100% Aaron,"},{"speaker":"Unknown","startTime":1190.22,"endTime":1192.59,"body":"and I think that you touched on"},{"speaker":"Unknown","startTime":1190.22,"endTime":1192.59,"body":"something beautifully there"},{"speaker":"Unknown","startTime":1192.59,"endTime":1198.47,"body":"around, you know, be prepared,"},{"speaker":"Unknown","startTime":1192.59,"endTime":1198.47,"body":"but be prepared means if you"},{"speaker":"Unknown","startTime":1198.47,"endTime":1199.97,"body":"know if you're an expert"},{"speaker":"Unknown","startTime":1200.0,"endTime":1204.89,"body":"In your your area of expertise,"},{"speaker":"Unknown","startTime":1200.0,"endTime":1204.89,"body":"you will already know how you"},{"speaker":"Unknown","startTime":1204.89,"endTime":1208.37,"body":"support your clients. Right. So"},{"speaker":"Unknown","startTime":1204.89,"endTime":1208.37,"body":"Kim, I'm going to go back and"},{"speaker":"Unknown","startTime":1208.43,"endTime":1211.94,"body":"talk about her again, she knows"},{"speaker":"Unknown","startTime":1208.43,"endTime":1211.94,"body":"her world inside out, she can"},{"speaker":"Unknown","startTime":1211.94,"endTime":1214.94,"body":"talk about conflict all day"},{"speaker":"Unknown","startTime":1211.94,"endTime":1214.94,"body":"long. She's brilliant at it,"},{"speaker":"Unknown","startTime":1214.94,"endTime":1215.75,"body":"supporting it."},{"speaker":"Unknown","startTime":1216.8,"endTime":1219.74,"body":"What she needed at that moment"},{"speaker":"Unknown","startTime":1216.8,"endTime":1219.74,"body":"was just to hook it into the"},{"speaker":"Unknown","startTime":1219.74,"endTime":1224.09,"body":"media. 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And then"},{"speaker":"Unknown","startTime":1323.87,"endTime":1327.14,"body":"she reached out to me last week"},{"speaker":"Unknown","startTime":1323.87,"endTime":1327.14,"body":"and said, I'm writing a media"},{"speaker":"Unknown","startTime":1327.14,"endTime":1333.2,"body":"article for the BBC, on Jacinda,"},{"speaker":"Unknown","startTime":1327.14,"endTime":1333.2,"body":"harden, quitting as the New"},{"speaker":"Unknown","startTime":1333.2,"endTime":1334.31,"body":"Zealand Prime Minister,"},{"speaker":"Unknown","startTime":1335.72,"endTime":1339.32,"body":"because she said in her kind of"},{"speaker":"Unknown","startTime":1335.72,"endTime":1339.32,"body":"resignation speech, I don't have"},{"speaker":"Unknown","startTime":1339.32,"endTime":1343.31,"body":"enough in the time to keep going"},{"speaker":"Unknown","startTime":1339.32,"endTime":1343.31,"body":"on with this role as prime"},{"speaker":"Unknown","startTime":1343.31,"endTime":1347.12,"body":"minister. And this journalist"},{"speaker":"Unknown","startTime":1343.31,"endTime":1347.12,"body":"was writing about it. And she"},{"speaker":"Unknown","startTime":1347.12,"endTime":1349.34,"body":"said, I remembered actually,"},{"speaker":"Unknown","startTime":1347.12,"endTime":1349.34,"body":"actually, what's happening is"},{"speaker":"Unknown","startTime":1349.64,"endTime":1353.0,"body":"the quality experts he had was"},{"speaker":"Unknown","startTime":1349.64,"endTime":1353.0,"body":"just phenomenal. Do you think"},{"speaker":"Unknown","startTime":1353.0,"endTime":1355.7,"body":"you've got anyone that could"},{"speaker":"Unknown","startTime":1353.0,"endTime":1355.7,"body":"quote on that story. And"},{"speaker":"Unknown","startTime":1355.7,"endTime":1358.46,"body":"immediately, I've worked with"},{"speaker":"Unknown","startTime":1355.7,"endTime":1358.46,"body":"everyone in my program, who I"},{"speaker":"Unknown","startTime":1358.46,"endTime":1362.15,"body":"thought was a good fit. And"},{"speaker":"Unknown","startTime":1358.46,"endTime":1362.15,"body":"there were so privacy comes back"},{"speaker":"Unknown","startTime":1362.15,"endTime":1365.87,"body":"to original point, not to be"},{"speaker":"Unknown","startTime":1362.15,"endTime":1365.87,"body":"scared of putting forward your"},{"speaker":"Unknown","startTime":1365.87,"endTime":1370.49,"body":"ideas. And so after eight weeks,"},{"speaker":"Unknown","startTime":1365.87,"endTime":1370.49,"body":"within two hours, five of them"},{"speaker":"Unknown","startTime":1370.49,"endTime":1373.7,"body":"had sent a pitch to that"},{"speaker":"Unknown","startTime":1370.49,"endTime":1373.7,"body":"journalist. And then some they"},{"speaker":"Unknown","startTime":1373.7,"endTime":1377.12,"body":"were all running, it was it was"},{"speaker":"Unknown","startTime":1373.7,"endTime":1377.12,"body":"actually peak time at lunchtime,"},{"speaker":"Unknown","startTime":1377.42,"endTime":1379.31,"body":"Eastern Time. They were all"},{"speaker":"Unknown","startTime":1377.42,"endTime":1379.31,"body":"poor."},{"speaker":"Unknown","startTime":1381.23,"endTime":1383.63,"body":"running workshops, and then"},{"speaker":"Unknown","startTime":1381.23,"endTime":1383.63,"body":"there's me rocks doing their"},{"speaker":"Unknown","startTime":1383.63,"endTime":1387.77,"body":"their kind of great game, BBC"},{"speaker":"Unknown","startTime":1383.63,"endTime":1387.77,"body":"One song quotes, you want to get"},{"speaker":"Unknown","startTime":1387.77,"endTime":1392.3,"body":"in quotes, and they're great."},{"speaker":"Unknown","startTime":1387.77,"endTime":1392.3,"body":"But they you know, but the key"},{"speaker":"Unknown","startTime":1392.3,"endTime":1394.49,"body":"point is, even though I'm"},{"speaker":"Unknown","startTime":1392.3,"endTime":1394.49,"body":"laughing, because it was like,"},{"speaker":"Unknown","startTime":1394.49,"endTime":1397.4,"body":"you know, it's a tangent is"},{"speaker":"Unknown","startTime":1394.49,"endTime":1397.4,"body":"operate, they need stuff bots,"},{"speaker":"Unknown","startTime":1397.4,"endTime":1400.73,"body":"because she genuinely did have a"},{"speaker":"Unknown","startTime":1397.4,"endTime":1400.73,"body":"two hour timeline to get to send"},{"speaker":"Unknown","startTime":1400.73,"endTime":1404.6,"body":"it to her editor at the BBC. So"},{"speaker":"Unknown","startTime":1400.73,"endTime":1404.6,"body":"she needed those quotes fast. So"},{"speaker":"Unknown","startTime":1404.6,"endTime":1406.7,"body":"it actually becomes a bit of a"},{"speaker":"Unknown","startTime":1404.6,"endTime":1406.7,"body":"race, like who can get their"},{"speaker":"Unknown","startTime":1406.7,"endTime":1410.21,"body":"quotes in the fastest. And"},{"speaker":"Unknown","startTime":1406.7,"endTime":1410.21,"body":"because these people, these"},{"speaker":"Unknown","startTime":1410.21,"endTime":1413.24,"body":"students were experts, they"},{"speaker":"Unknown","startTime":1410.21,"endTime":1413.24,"body":"already knew their stuff, they"},{"speaker":"Unknown","startTime":1413.24,"endTime":1417.74,"body":"could quote on that story. And"},{"speaker":"Unknown","startTime":1413.24,"endTime":1417.74,"body":"to up to two of us and that"},{"speaker":"Unknown","startTime":1417.74,"endTime":1418.16,"body":"story."},{"speaker":"Unknown","startTime":1419.27,"endTime":1423.83,"body":"And yeah, it's just two of us."},{"speaker":"Unknown","startTime":1419.27,"endTime":1423.83,"body":"It was brilliant. That's so"},{"speaker":"Unknown","startTime":1423.83,"endTime":1427.07,"body":"awesome. I know. It's it's the"},{"speaker":"Unknown","startTime":1423.83,"endTime":1427.07,"body":"end goal, right? It's like, and"},{"speaker":"Unknown","startTime":1427.07,"endTime":1430.4,"body":"when you see it coming to"},{"speaker":"Unknown","startTime":1427.07,"endTime":1430.4,"body":"fruition, I mean, how exciting."},{"speaker":"Unknown","startTime":1431.24,"endTime":1435.44,"body":"And so you mentioned Voxer, I"},{"speaker":"Unknown","startTime":1431.24,"endTime":1435.44,"body":"use it as well. There, is there"},{"speaker":"Unknown","startTime":1435.44,"endTime":1438.92,"body":"anything else because I'm always"},{"speaker":"Unknown","startTime":1435.44,"endTime":1438.92,"body":"looking, helping our listeners"},{"speaker":"Unknown","startTime":1438.92,"endTime":1441.89,"body":"to like be like, Oh, if this"},{"speaker":"Unknown","startTime":1438.92,"endTime":1441.89,"body":"this could make my life easier,"},{"speaker":"Unknown","startTime":1441.89,"endTime":1445.7,"body":"you know, is there any other"},{"speaker":"Unknown","startTime":1441.89,"endTime":1445.7,"body":"kind of like, tools or processes"},{"speaker":"Unknown","startTime":1445.7,"endTime":1449.54,"body":"that you use that you're like,"},{"speaker":"Unknown","startTime":1445.7,"endTime":1449.54,"body":"can do my business without or or"},{"speaker":"Unknown","startTime":1449.54,"endTime":1451.13,"body":"personal life? Either way?"},{"speaker":"Unknown","startTime":1452.45,"endTime":1457.67,"body":"Yeah, and obvious question. So I"},{"speaker":"Unknown","startTime":1452.45,"endTime":1457.67,"body":"mean, a little tip, where I"},{"speaker":"Unknown","startTime":1457.67,"endTime":1459.74,"body":"would say, I shall give you a"},{"speaker":"Unknown","startTime":1457.67,"endTime":1459.74,"body":"couple of tips. I'm just"},{"speaker":"Unknown","startTime":1459.74,"endTime":1463.76,"body":"thinking, in terms of tools. I"},{"speaker":"Unknown","startTime":1459.74,"endTime":1463.76,"body":"think lice ways of getting into"},{"speaker":"Unknown","startTime":1463.76,"endTime":1467.21,"body":"the media, if people are wanting"},{"speaker":"Unknown","startTime":1463.76,"endTime":1467.21,"body":"to get want to get into media is"},{"speaker":"Unknown","startTime":1467.24,"endTime":1467.99,"body":"Eupen"},{"speaker":"Unknown","startTime":1469.13,"endTime":1472.67,"body":"that you can go to this there's"},{"speaker":"Unknown","startTime":1469.13,"endTime":1472.67,"body":"something called Harrow, Help a"},{"speaker":"Unknown","startTime":1472.67,"endTime":1477.35,"body":"Reporter Out, where you sign up,"},{"speaker":"Unknown","startTime":1472.67,"endTime":1477.35,"body":"and you get notifications when"},{"speaker":"Unknown","startTime":1477.35,"endTime":1481.61,"body":"reporters are looking for"},{"speaker":"Unknown","startTime":1477.35,"endTime":1481.61,"body":"experts. So they put out a"},{"speaker":"Unknown","startTime":1481.61,"endTime":1486.02,"body":"notification through the system"},{"speaker":"Unknown","startTime":1481.61,"endTime":1486.02,"body":"and they say, oh, you know, I've"},{"speaker":"Unknown","startTime":1486.02,"endTime":1488.09,"body":"got a journalist request. I'm"},{"speaker":"Unknown","startTime":1486.02,"endTime":1488.09,"body":"looking for someone who could"},{"speaker":"Unknown","startTime":1488.09,"endTime":1492.44,"body":"comment on this story. And so"},{"speaker":"Unknown","startTime":1488.09,"endTime":1492.44,"body":"that can be a really nice, easy"},{"speaker":"Unknown","startTime":1492.44,"endTime":1495.71,"body":"way to get into the media very"},{"speaker":"Unknown","startTime":1492.44,"endTime":1495.71,"body":"quickly. The key thing to note"},{"speaker":"Unknown","startTime":1495.71,"endTime":1499.55,"body":"about that, is that you need to"},{"speaker":"Unknown","startTime":1495.71,"endTime":1499.55,"body":"respond quickly, because what"},{"speaker":"Unknown","startTime":1499.58,"endTime":1499.97,"body":"what"},{"speaker":"Unknown","startTime":1500.0,"endTime":1502.91,"body":"What's happened is a journalist"},{"speaker":"Unknown","startTime":1500.0,"endTime":1502.91,"body":"doesn't have any experts in"},{"speaker":"Unknown","startTime":1502.91,"endTime":1506.18,"body":"their network to comment on a"},{"speaker":"Unknown","startTime":1502.91,"endTime":1506.18,"body":"story. So they're kind of at the"},{"speaker":"Unknown","startTime":1506.18,"endTime":1508.79,"body":"desperation point by putting"},{"speaker":"Unknown","startTime":1506.18,"endTime":1508.79,"body":"something out publicly, you"},{"speaker":"Unknown","startTime":1508.79,"endTime":1511.97,"body":"know, is there someone out"},{"speaker":"Unknown","startTime":1508.79,"endTime":1511.97,"body":"there. And so they want, it's"},{"speaker":"Unknown","startTime":1511.97,"endTime":1514.34,"body":"normally, you know, they will,"},{"speaker":"Unknown","startTime":1511.97,"endTime":1514.34,"body":"they'll often get like 1000s and"},{"speaker":"Unknown","startTime":1514.34,"endTime":1517.82,"body":"1000s of responses to that. And"},{"speaker":"Unknown","startTime":1514.34,"endTime":1517.82,"body":"it's only the first person who"},{"speaker":"Unknown","startTime":1517.82,"endTime":1521.6,"body":"just tick the boxes for that"},{"speaker":"Unknown","startTime":1517.82,"endTime":1521.6,"body":"story. So if you respond very"},{"speaker":"Unknown","startTime":1521.6,"endTime":1524.9,"body":"quickly, then you've got a high"},{"speaker":"Unknown","startTime":1521.6,"endTime":1524.9,"body":"chance. And one of my clients"},{"speaker":"Unknown","startTime":1524.9,"endTime":1527.45,"body":"did that. She got into a"},{"speaker":"Unknown","startTime":1524.9,"endTime":1527.45,"body":"publication. It's very hard,"},{"speaker":"Unknown","startTime":1527.45,"endTime":1531.32,"body":"actually in the UK, and she's a"},{"speaker":"Unknown","startTime":1527.45,"endTime":1531.32,"body":"psychotherapist Kay Jane has"},{"speaker":"Unknown","startTime":1531.32,"endTime":1534.8,"body":"role and she, she responded to a"},{"speaker":"Unknown","startTime":1531.32,"endTime":1534.8,"body":"journalist."},{"speaker":"Unknown","startTime":1535.91,"endTime":1539.36,"body":"And it was really interesting"},{"speaker":"Unknown","startTime":1535.91,"endTime":1539.36,"body":"article about how people get"},{"speaker":"Unknown","startTime":1539.36,"endTime":1541.79,"body":"burnt out at the summer when"},{"speaker":"Unknown","startTime":1539.36,"endTime":1541.79,"body":"they're trying to do too many"},{"speaker":"Unknown","startTime":1541.79,"endTime":1545.18,"body":"things. So there was the"},{"speaker":"Unknown","startTime":1541.79,"endTime":1545.18,"body":"overscheduled. And she responded"},{"speaker":"Unknown","startTime":1545.18,"endTime":1549.56,"body":"to the journal request, and was"},{"speaker":"Unknown","startTime":1545.18,"endTime":1549.56,"body":"featured very quickly. And that"},{"speaker":"Unknown","startTime":1549.56,"endTime":1551.63,"body":"was lovely, because then she"},{"speaker":"Unknown","startTime":1549.56,"endTime":1551.63,"body":"could then build a relationship"},{"speaker":"Unknown","startTime":1551.63,"endTime":1555.86,"body":"with the journalist future"},{"speaker":"Unknown","startTime":1551.63,"endTime":1555.86,"body":"features. So you can also use"},{"speaker":"Unknown","startTime":1555.86,"endTime":1558.86,"body":"there's a hashtag on Twitter"},{"speaker":"Unknown","startTime":1555.86,"endTime":1558.86,"body":"called hashtag journey request,"},{"speaker":"Unknown","startTime":1558.86,"endTime":1561.29,"body":"and you can see all those"},{"speaker":"Unknown","startTime":1558.86,"endTime":1561.29,"body":"requests coming through. That's"},{"speaker":"Unknown","startTime":1561.29,"endTime":1564.74,"body":"a really nice tip for people to"},{"speaker":"Unknown","startTime":1561.29,"endTime":1564.74,"body":"do. Yeah, that's super helpful."},{"speaker":"Unknown","startTime":1564.74,"endTime":1568.55,"body":"I didn't even heard about that."},{"speaker":"Unknown","startTime":1564.74,"endTime":1568.55,"body":"That's really great. Yeah, okay."},{"speaker":"Unknown","startTime":1568.61,"endTime":1572.6,"body":"Yeah. And yeah, the other thing"},{"speaker":"Unknown","startTime":1568.61,"endTime":1572.6,"body":"you can do as well, is also if"},{"speaker":"Unknown","startTime":1572.6,"endTime":1575.39,"body":"you know what your expert topics"},{"speaker":"Unknown","startTime":1572.6,"endTime":1575.39,"body":"are, what are the things that"},{"speaker":"Unknown","startTime":1575.39,"endTime":1579.26,"body":"you talk about your business,"},{"speaker":"Unknown","startTime":1575.39,"endTime":1579.26,"body":"you can set up a Google alert,"},{"speaker":"Unknown","startTime":1579.32,"endTime":1583.31,"body":"as long as you're quite niched"},{"speaker":"Unknown","startTime":1579.32,"endTime":1583.31,"body":"on what that topic is, you can"},{"speaker":"Unknown","startTime":1583.31,"endTime":1588.26,"body":"set a Google alert for any new"},{"speaker":"Unknown","startTime":1583.31,"endTime":1588.26,"body":"stories on that subject. And so"},{"speaker":"Unknown","startTime":1588.26,"endTime":1592.34,"body":"when a new story happens,"},{"speaker":"Unknown","startTime":1588.26,"endTime":1592.34,"body":"immediately, you get that Google"},{"speaker":"Unknown","startTime":1592.34,"endTime":1595.7,"body":"alert. And then you can just"},{"speaker":"Unknown","startTime":1592.34,"endTime":1595.7,"body":"quickly do some research and"},{"speaker":"Unknown","startTime":1595.7,"endTime":1599.78,"body":"then just start responding to"},{"speaker":"Unknown","startTime":1595.7,"endTime":1599.78,"body":"journalists. And saying, you"},{"speaker":"Unknown","startTime":1599.78,"endTime":1606.05,"body":"know, I saw the story out there"},{"speaker":"Unknown","startTime":1599.78,"endTime":1606.05,"body":"on this subject, and I've got an"},{"speaker":"Unknown","startTime":1606.05,"endTime":1609.68,"body":"idea for you on how you can move"},{"speaker":"Unknown","startTime":1606.05,"endTime":1609.68,"body":"the story on, because you never"},{"speaker":"Unknown","startTime":1609.68,"endTime":1612.86,"body":"want to be pitching for same"},{"speaker":"Unknown","startTime":1609.68,"endTime":1612.86,"body":"story, you want to be looking"},{"speaker":"Unknown","startTime":1612.89,"endTime":1616.37,"body":"for ways to move that story on"},{"speaker":"Unknown","startTime":1612.89,"endTime":1616.37,"body":"to where it's actually going"},{"speaker":"Unknown","startTime":1616.37,"endTime":1620.24,"body":"next. Now, that's genius, you"},{"speaker":"Unknown","startTime":1616.37,"endTime":1620.24,"body":"know, kind of be like, Oh, I saw"},{"speaker":"Unknown","startTime":1620.24,"endTime":1624.68,"body":"this. And that's great. But"},{"speaker":"Unknown","startTime":1620.24,"endTime":1624.68,"body":"also, you know, what about this"},{"speaker":"Unknown","startTime":1624.68,"endTime":1627.2,"body":"tangent, you know, of it, you"},{"speaker":"Unknown","startTime":1624.68,"endTime":1627.2,"body":"know, kind of like, you know,"},{"speaker":"Unknown","startTime":1627.35,"endTime":1630.56,"body":"expanding it? No, I love that."},{"speaker":"Unknown","startTime":1627.35,"endTime":1630.56,"body":"And then let's talk real quickly"},{"speaker":"Unknown","startTime":1630.59,"endTime":1631.07,"body":"about"},{"speaker":"Unknown","startTime":1632.12,"endTime":1636.77,"body":"what if they don't respond?"},{"speaker":"Unknown","startTime":1632.12,"endTime":1636.77,"body":"Right. So how often do you"},{"speaker":"Unknown","startTime":1636.77,"endTime":1640.25,"body":"follow up? Is there a specific"},{"speaker":"Unknown","startTime":1636.77,"endTime":1640.25,"body":"cadence that you recommend?"},{"speaker":"Unknown","startTime":1640.79,"endTime":1642.38,"body":"Yeah, I love this question."},{"speaker":"Unknown","startTime":1643.94,"endTime":1646.25,"body":"Yeah, I mean, I would use"},{"speaker":"Unknown","startTime":1647.33,"endTime":1653.42,"body":"it, it depends, really, because"},{"speaker":"Unknown","startTime":1647.33,"endTime":1653.42,"body":"if it's, if it's a very relevant"},{"speaker":"Unknown","startTime":1653.42,"endTime":1656.78,"body":"subject in the media, you want"},{"speaker":"Unknown","startTime":1653.42,"endTime":1656.78,"body":"to be and you're seeing these"},{"speaker":"Unknown","startTime":1656.78,"endTime":1660.74,"body":"news stories constantly come up."},{"speaker":"Unknown","startTime":1656.78,"endTime":1660.74,"body":"It's a case of just, you know,"},{"speaker":"Unknown","startTime":1660.83,"endTime":1663.47,"body":"following up regularly with that"},{"speaker":"Unknown","startTime":1660.83,"endTime":1663.47,"body":"journalist, but trying to give"},{"speaker":"Unknown","startTime":1663.47,"endTime":1667.04,"body":"them a fresh angle each time."},{"speaker":"Unknown","startTime":1663.47,"endTime":1667.04,"body":"Because if you're seeing that"},{"speaker":"Unknown","startTime":1667.04,"endTime":1671.3,"body":"that story is getting out there,"},{"speaker":"Unknown","startTime":1667.04,"endTime":1671.3,"body":"and you're not commenting on it,"},{"speaker":"Unknown","startTime":1671.3,"endTime":1674.42,"body":"but it's in your field of"},{"speaker":"Unknown","startTime":1671.3,"endTime":1674.42,"body":"expertise. And then you're"},{"speaker":"Unknown","startTime":1674.42,"endTime":1676.94,"body":"seeing, you know, another slant"},{"speaker":"Unknown","startTime":1674.42,"endTime":1676.94,"body":"and that story and another slot."},{"speaker":"Unknown","startTime":1676.94,"endTime":1680.54,"body":"And these are sort of repeated"},{"speaker":"Unknown","startTime":1676.94,"endTime":1680.54,"body":"opportunities, then it's a case"},{"speaker":"Unknown","startTime":1680.54,"endTime":1683.6,"body":"that you've identified the right"},{"speaker":"Unknown","startTime":1680.54,"endTime":1683.6,"body":"journalists, you just need to"},{"speaker":"Unknown","startTime":1683.6,"endTime":1686.69,"body":"build a relationship with them,"},{"speaker":"Unknown","startTime":1683.6,"endTime":1686.69,"body":"you're not on their radar. So"},{"speaker":"Unknown","startTime":1687.41,"endTime":1689.87,"body":"tips I say to people is trying"},{"speaker":"Unknown","startTime":1687.41,"endTime":1689.87,"body":"to follow up with a journalist"},{"speaker":"Unknown","startTime":1689.87,"endTime":1692.51,"body":"sort of, if you've pitched a"},{"speaker":"Unknown","startTime":1689.87,"endTime":1692.51,"body":"story, and they've not"},{"speaker":"Unknown","startTime":1692.51,"endTime":1695.87,"body":"responded, then but you've"},{"speaker":"Unknown","startTime":1692.51,"endTime":1695.87,"body":"really identified it, that is"},{"speaker":"Unknown","startTime":1695.87,"endTime":1699.26,"body":"the journalist in your niche,"},{"speaker":"Unknown","startTime":1695.87,"endTime":1699.26,"body":"then you know, pitch again, like"},{"speaker":"Unknown","startTime":1699.26,"endTime":1702.29,"body":"pitch a month later pitch two"},{"speaker":"Unknown","startTime":1699.26,"endTime":1702.29,"body":"months later pitch three months"},{"speaker":"Unknown","startTime":1702.29,"endTime":1705.2,"body":"later, just keep pitching them,"},{"speaker":"Unknown","startTime":1702.29,"endTime":1705.2,"body":"your name will keep appearing at"},{"speaker":"Unknown","startTime":1705.2,"endTime":1709.73,"body":"the top of their inbox. And the"},{"speaker":"Unknown","startTime":1705.2,"endTime":1709.73,"body":"other thing you can do is I"},{"speaker":"Unknown","startTime":1709.73,"endTime":1712.04,"body":"really love saying that"},{"speaker":"Unknown","startTime":1709.73,"endTime":1712.04,"body":"Instagram is the world's biggest"},{"speaker":"Unknown","startTime":1712.04,"endTime":1712.91,"body":"Rolodex."},{"speaker":"Unknown","startTime":1713.93,"endTime":1717.86,"body":"It's a free Rolodex. And what I"},{"speaker":"Unknown","startTime":1713.93,"endTime":1717.86,"body":"mean by that, you can actually"},{"speaker":"Unknown","startTime":1717.86,"endTime":1723.53,"body":"voice note a journalist, if they"},{"speaker":"Unknown","startTime":1717.86,"endTime":1723.53,"body":"have a public profile. So clever"},{"speaker":"Unknown","startTime":1723.53,"endTime":1727.55,"body":"strategy, I say to my students"},{"speaker":"Unknown","startTime":1723.53,"endTime":1727.55,"body":"in picture press, is try multi"},{"speaker":"Unknown","startTime":1727.55,"endTime":1730.16,"body":"layered approach. Because"},{"speaker":"Unknown","startTime":1727.55,"endTime":1730.16,"body":"actually, if you're not getting"},{"speaker":"Unknown","startTime":1730.16,"endTime":1733.88,"body":"through on the inbox, are those"},{"speaker":"Unknown","startTime":1730.16,"endTime":1733.88,"body":"journalists on Twitter? Can you"},{"speaker":"Unknown","startTime":1733.88,"endTime":1737.45,"body":"tweet those journalists? Can you"},{"speaker":"Unknown","startTime":1733.88,"endTime":1737.45,"body":"voice it those journalists on"},{"speaker":"Unknown","startTime":1737.45,"endTime":1737.93,"body":"Instagram?"},{"speaker":"Unknown","startTime":1739.28,"endTime":1741.62,"body":"And some of them will listen,"},{"speaker":"Unknown","startTime":1739.28,"endTime":1741.62,"body":"some of them won't. But it's"},{"speaker":"Unknown","startTime":1741.62,"endTime":1745.28,"body":"phenomenal when they listen. And"},{"speaker":"Unknown","startTime":1741.62,"endTime":1745.28,"body":"then you start conversation, you"},{"speaker":"Unknown","startTime":1745.28,"endTime":1748.55,"body":"really stand out as someone who"},{"speaker":"Unknown","startTime":1745.28,"endTime":1748.55,"body":"is ready to talk about their"},{"speaker":"Unknown","startTime":1748.55,"endTime":1752.24,"body":"expertise when you actually use"},{"speaker":"Unknown","startTime":1748.55,"endTime":1752.24,"body":"your voice to tell your story or"},{"speaker":"Unknown","startTime":1752.24,"endTime":1754.67,"body":"tell you not your story,"},{"speaker":"Unknown","startTime":1752.24,"endTime":1754.67,"body":"necessarily, but a story."},{"speaker":"Unknown","startTime":1755.78,"endTime":1757.67,"body":"Yeah, actually their attention."},{"speaker":"Unknown","startTime":1755.78,"endTime":1757.67,"body":"That's"},{"speaker":"Unknown","startTime":1759.53,"endTime":1763.46,"body":"your boys are very powerful."},{"speaker":"Unknown","startTime":1759.53,"endTime":1763.46,"body":"Yeah, yeah. Yeah. And they can"},{"speaker":"Unknown","startTime":1763.46,"endTime":1766.76,"body":"hear that you're real human."},{"speaker":"Unknown","startTime":1763.46,"endTime":1766.76,"body":"It's more personal than email."},{"speaker":"Unknown","startTime":1767.06,"endTime":1771.05,"body":"So try to follow up regularly"},{"speaker":"Unknown","startTime":1767.06,"endTime":1771.05,"body":"with the same journalist. And"},{"speaker":"Unknown","startTime":1771.05,"endTime":1773.81,"body":"also try multi layered approach"},{"speaker":"Unknown","startTime":1771.05,"endTime":1773.81,"body":"through voice notice through"},{"speaker":"Unknown","startTime":1773.81,"endTime":1778.16,"body":"tweets, commenting their"},{"speaker":"Unknown","startTime":1773.81,"endTime":1778.16,"body":"stories, you know, on Instagram,"},{"speaker":"Unknown","startTime":1778.43,"endTime":1781.22,"body":"starting, you know, going to"},{"speaker":"Unknown","startTime":1778.43,"endTime":1781.22,"body":"events at their present art,"},{"speaker":"Unknown","startTime":1781.52,"endTime":1784.55,"body":"telling them that you love their"},{"speaker":"Unknown","startTime":1781.52,"endTime":1784.55,"body":"work, telling them what you're"},{"speaker":"Unknown","startTime":1784.55,"endTime":1787.07,"body":"doing in your business that can"},{"speaker":"Unknown","startTime":1784.55,"endTime":1787.07,"body":"support their work as a"},{"speaker":"Unknown","startTime":1787.07,"endTime":1791.39,"body":"journalist. Yeah, no, that's"},{"speaker":"Unknown","startTime":1787.07,"endTime":1791.39,"body":"really really great. Like don't"},{"speaker":"Unknown","startTime":1792.05,"endTime":1796.88,"body":"hone in on the one avenue, you"},{"speaker":"Unknown","startTime":1792.05,"endTime":1796.88,"body":"know, and I love like, you're"},{"speaker":"Unknown","startTime":1796.88,"endTime":1799.94,"body":"not only kind of multithreading"},{"speaker":"Unknown","startTime":1796.88,"endTime":1799.94,"body":"through"},{"speaker":"Unknown","startTime":1800.0,"endTime":1803.54,"body":"The, the platforms and the"},{"speaker":"Unknown","startTime":1800.0,"endTime":1803.54,"body":"formats but also Yeah, through"},{"speaker":"Unknown","startTime":1803.54,"endTime":1806.33,"body":"like multimedia, you're doing it"},{"speaker":"Unknown","startTime":1803.54,"endTime":1806.33,"body":"through audio, are you doing it"},{"speaker":"Unknown","startTime":1806.33,"endTime":1811.01,"body":"through written word? You know?"},{"speaker":"Unknown","startTime":1806.33,"endTime":1811.01,"body":"What about video? Do you ever"},{"speaker":"Unknown","startTime":1811.19,"endTime":1815.0,"body":"suggest people send journalists"},{"speaker":"Unknown","startTime":1811.19,"endTime":1815.0,"body":"a video of themselves pitching"},{"speaker":"Unknown","startTime":1815.0,"endTime":1818.3,"body":"or mostly just audio? And you"},{"speaker":"Unknown","startTime":1815.0,"endTime":1818.3,"body":"could do that you could do that."},{"speaker":"Unknown","startTime":1818.33,"endTime":1821.06,"body":"Um, I mean, I've tended to do"},{"speaker":"Unknown","startTime":1818.33,"endTime":1821.06,"body":"mostly voice notes."},{"speaker":"Unknown","startTime":1822.26,"endTime":1825.53,"body":"But you could do video if you"},{"speaker":"Unknown","startTime":1822.26,"endTime":1825.53,"body":"feel comfortable on video. So,"},{"speaker":"Unknown","startTime":1825.56,"endTime":1827.78,"body":"you know, one of the things to"},{"speaker":"Unknown","startTime":1825.56,"endTime":1827.78,"body":"to ask yourself as an"},{"speaker":"Unknown","startTime":1827.78,"endTime":1830.78,"body":"entrepreneur is, how do you like"},{"speaker":"Unknown","startTime":1827.78,"endTime":1830.78,"body":"to show up, right? Because if"},{"speaker":"Unknown","startTime":1830.78,"endTime":1833.87,"body":"you love showing up on video and"},{"speaker":"Unknown","startTime":1830.78,"endTime":1833.87,"body":"you're passionate on screen,"},{"speaker":"Unknown","startTime":1834.11,"endTime":1838.31,"body":"then your face will light up as"},{"speaker":"Unknown","startTime":1834.11,"endTime":1838.31,"body":"you tell your story idea. So you"},{"speaker":"Unknown","startTime":1838.31,"endTime":1842.27,"body":"want to you want to choose the"},{"speaker":"Unknown","startTime":1838.31,"endTime":1842.27,"body":"method in the way that you best"},{"speaker":"Unknown","startTime":1842.27,"endTime":1846.8,"body":"shine. But you also want to lay"},{"speaker":"Unknown","startTime":1842.27,"endTime":1846.8,"body":"that with where you think the"},{"speaker":"Unknown","startTime":1846.8,"endTime":1850.22,"body":"germs is hanging out most? Yep."},{"speaker":"Unknown","startTime":1846.8,"endTime":1850.22,"body":"And sometimes it's the case that"},{"speaker":"Unknown","startTime":1850.22,"endTime":1852.74,"body":"their inboxes are so full. They"},{"speaker":"Unknown","startTime":1850.22,"endTime":1852.74,"body":"don't they're not reading all"},{"speaker":"Unknown","startTime":1852.74,"endTime":1856.34,"body":"their emails. Yeah. How can you"},{"speaker":"Unknown","startTime":1852.74,"endTime":1856.34,"body":"fly over that sea of pitches?"},{"speaker":"Unknown","startTime":1856.58,"endTime":1858.77,"body":"Right? And actually, that's,"},{"speaker":"Unknown","startTime":1856.58,"endTime":1858.77,"body":"that's kind of what I've worked"},{"speaker":"Unknown","startTime":1858.77,"endTime":1862.22,"body":"out in pitch to practice. Right?"},{"speaker":"Unknown","startTime":1858.77,"endTime":1862.22,"body":"You know, I help students pitch"},{"speaker":"Unknown","startTime":1862.43,"endTime":1866.24,"body":"coldly and cut, you know, cold"},{"speaker":"Unknown","startTime":1862.43,"endTime":1866.24,"body":"pitches really well. But I also"},{"speaker":"Unknown","startTime":1866.24,"endTime":1870.23,"body":"bring in the journalists so they"},{"speaker":"Unknown","startTime":1866.24,"endTime":1870.23,"body":"can meet the journalist. And"},{"speaker":"Unknown","startTime":1870.23,"endTime":1873.74,"body":"that helps them fast track."},{"speaker":"Unknown","startTime":1870.23,"endTime":1873.74,"body":"Yeah. So it's finding those"},{"speaker":"Unknown","startTime":1873.74,"endTime":1876.5,"body":"different ways touch points with"},{"speaker":"Unknown","startTime":1873.74,"endTime":1876.5,"body":"someone to connect with them."},{"speaker":"Unknown","startTime":1877.67,"endTime":1881.96,"body":"Gosh, I have had so much fun in"},{"speaker":"Unknown","startTime":1877.67,"endTime":1881.96,"body":"this conversation. Where, where"},{"speaker":"Unknown","startTime":1881.96,"endTime":1883.25,"body":"can people find you online?"},{"speaker":"Unknown","startTime":1884.45,"endTime":1887.0,"body":"Oh, thank you, Erin. I've really"},{"speaker":"Unknown","startTime":1884.45,"endTime":1887.0,"body":"enjoyed it as well. We've kind"},{"speaker":"Unknown","startTime":1887.0,"endTime":1890.33,"body":"of dived into quite a lot. I"},{"speaker":"Unknown","startTime":1887.0,"endTime":1890.33,"body":"love the avocado. I'm exhausted."},{"speaker":"Unknown","startTime":1890.33,"endTime":1890.72,"body":"We're just"},{"speaker":"Unknown","startTime":1892.04,"endTime":1892.61,"body":"brilliant."},{"speaker":"Unknown","startTime":1894.95,"endTime":1900.2,"body":"It's better than that one. A one"},{"speaker":"Unknown","startTime":1894.95,"endTime":1900.2,"body":"example I've used before is pugs"},{"speaker":"Unknown","startTime":1900.2,"endTime":1902.96,"body":"as well. I seem to talk about"},{"speaker":"Unknown","startTime":1900.2,"endTime":1902.96,"body":"pugs in my course. I don't know"},{"speaker":"Unknown","startTime":1902.96,"endTime":1905.57,"body":"why you think pugs are quite"},{"speaker":"Unknown","startTime":1902.96,"endTime":1905.57,"body":"memorable. And people seem to"},{"speaker":"Unknown","startTime":1905.57,"endTime":1907.25,"body":"love when you use a pug as an"},{"speaker":"Unknown","startTime":1905.57,"endTime":1907.25,"body":"example."},{"speaker":"Unknown","startTime":1911.12,"endTime":1914.75,"body":"Yeah, well, people can connect"},{"speaker":"Unknown","startTime":1911.12,"endTime":1914.75,"body":"with me on social media, at"},{"speaker":"Unknown","startTime":1914.78,"endTime":1924.62,"body":"startups and CO so sta R, T, up"},{"speaker":"Unknown","startTime":1914.78,"endTime":1924.62,"body":"s and AMD CO and CO so you can"},{"speaker":"Unknown","startTime":1924.62,"endTime":1927.05,"body":"put that in the show notes that"},{"speaker":"Unknown","startTime":1924.62,"endTime":1927.05,"body":"I'm spelling it out renewable"},{"speaker":"Unknown","startTime":1927.05,"endTime":1930.47,"body":"button startups and CO and tell"},{"speaker":"Unknown","startTime":1927.05,"endTime":1930.47,"body":"me connect with me, send me a"},{"speaker":"Unknown","startTime":1930.47,"endTime":1933.56,"body":"voice note, send me a message."},{"speaker":"Unknown","startTime":1930.47,"endTime":1933.56,"body":"Tell me what you took away from"},{"speaker":"Unknown","startTime":1933.56,"endTime":1936.29,"body":"this interview, I'd love to hear"},{"speaker":"Unknown","startTime":1933.56,"endTime":1936.29,"body":"your thoughts and tell me who"},{"speaker":"Unknown","startTime":1936.29,"endTime":1938.66,"body":"you're going to pitch to next,"},{"speaker":"Unknown","startTime":1936.29,"endTime":1938.66,"body":"like use me to be an"},{"speaker":"Unknown","startTime":1938.66,"endTime":1941.75,"body":"accountability, accountability"},{"speaker":"Unknown","startTime":1938.66,"endTime":1941.75,"body":"buddy for you. Because, you"},{"speaker":"Unknown","startTime":1941.75,"endTime":1945.14,"body":"know, telling someone I want to"},{"speaker":"Unknown","startTime":1941.75,"endTime":1945.14,"body":"pitch that and actually doing"},{"speaker":"Unknown","startTime":1945.14,"endTime":1948.23,"body":"it, you know, it's, you need"},{"speaker":"Unknown","startTime":1945.14,"endTime":1948.23,"body":"that kind of guidance and"},{"speaker":"Unknown","startTime":1948.23,"endTime":1951.98,"body":"support. So I'm here for you to"},{"speaker":"Unknown","startTime":1948.23,"endTime":1951.98,"body":"message me on that. And then"},{"speaker":"Unknown","startTime":1951.98,"endTime":1955.73,"body":"secondly, if you want more"},{"speaker":"Unknown","startTime":1951.98,"endTime":1955.73,"body":"information on how you can get"},{"speaker":"Unknown","startTime":1955.73,"endTime":1958.88,"body":"your business into the media,"},{"speaker":"Unknown","startTime":1955.73,"endTime":1958.88,"body":"I've got a lovely resource at"},{"speaker":"Unknown","startTime":1958.91,"endTime":1962.87,"body":"pitch depressed.com, which is a"},{"speaker":"Unknown","startTime":1958.91,"endTime":1962.87,"body":"sort of lovely three page"},{"speaker":"Unknown","startTime":1963.02,"endTime":1966.44,"body":"freebie that teaches you the"},{"speaker":"Unknown","startTime":1963.02,"endTime":1966.44,"body":"step by step how you can get"},{"speaker":"Unknown","startTime":1966.44,"endTime":1970.31,"body":"into the media. So it's a really"},{"speaker":"Unknown","startTime":1966.44,"endTime":1970.31,"body":"nice sort of process flow. I've"},{"speaker":"Unknown","startTime":1970.31,"endTime":1973.25,"body":"had people download it before,"},{"speaker":"Unknown","startTime":1970.31,"endTime":1973.25,"body":"and there's so many get like"},{"speaker":"Unknown","startTime":1973.25,"endTime":1977.15,"body":"four or five media features,"},{"speaker":"Unknown","startTime":1973.25,"endTime":1977.15,"body":"which is just incredible. And"},{"speaker":"Unknown","startTime":1977.15,"endTime":1980.27,"body":"I've used it myself actually to"},{"speaker":"Unknown","startTime":1977.15,"endTime":1980.27,"body":"pitch into magazines here in the"},{"speaker":"Unknown","startTime":1980.27,"endTime":1981.05,"body":"UK. So"},{"speaker":"Unknown","startTime":1982.07,"endTime":1985.01,"body":"it's really lovely when I get an"},{"speaker":"Unknown","startTime":1982.07,"endTime":1985.01,"body":"email saying I downloaded this"},{"speaker":"Unknown","startTime":1985.01,"endTime":1987.02,"body":"resource and it really worked."},{"speaker":"Unknown","startTime":1985.01,"endTime":1987.02,"body":"Yeah."},{"speaker":"Unknown","startTime":1989.42,"endTime":1992.09,"body":"That's awesome. Thank you so"},{"speaker":"Unknown","startTime":1989.42,"endTime":1992.09,"body":"much for allowing, you know,"},{"speaker":"Unknown","startTime":1992.09,"endTime":1995.69,"body":"people to partner up with you as"},{"speaker":"Unknown","startTime":1992.09,"endTime":1995.69,"body":"a countability. Partner, I'm"},{"speaker":"Unknown","startTime":1995.69,"endTime":1998.18,"body":"gonna do it, I get it pitch"},{"speaker":"Unknown","startTime":1995.69,"endTime":1998.18,"body":"myself. And for that free"},{"speaker":"Unknown","startTime":1998.18,"endTime":2001.18,"body":"resource, we will link to that"},{"speaker":"Unknown","startTime":1998.18,"endTime":2001.18,"body":"in the show notes as well. So we"},{"speaker":"Unknown","startTime":2001.18,"endTime":2005.62,"body":"always call out close out with"},{"speaker":"Unknown","startTime":2001.18,"endTime":2005.62,"body":"the same question. Which is, if"},{"speaker":"Unknown","startTime":2005.62,"endTime":2008.47,"body":"you could only listen to one"},{"speaker":"Unknown","startTime":2005.62,"endTime":2008.47,"body":"music artists for the rest of"},{"speaker":"Unknown","startTime":2008.47,"endTime":2011.92,"body":"your life, who would it be? Oh,"},{"speaker":"Unknown","startTime":2008.47,"endTime":2011.92,"body":"God."},{"speaker":"Unknown","startTime":2013.18,"endTime":2014.47,"body":"That's a really hard one."},{"speaker":"Unknown","startTime":2019.12,"endTime":2020.77,"body":"Think the one that"},{"speaker":"Unknown","startTime":2021.97,"endTime":2024.67,"body":"because I have different tastes"},{"speaker":"Unknown","startTime":2021.97,"endTime":2024.67,"body":"in music, very different tastes"},{"speaker":"Unknown","startTime":2024.67,"endTime":2029.14,"body":"in music. So I love to listen to"},{"speaker":"Unknown","startTime":2024.67,"endTime":2029.14,"body":"a lot of EDM dance music."},{"speaker":"Unknown","startTime":2030.67,"endTime":2033.43,"body":"But there's got to be time and"},{"speaker":"Unknown","startTime":2030.67,"endTime":2033.43,"body":"place for that. So I would go"},{"speaker":"Unknown","startTime":2033.43,"endTime":2038.89,"body":"just the thing, the music that I"},{"speaker":"Unknown","startTime":2033.43,"endTime":2038.89,"body":"never stopped enjoying listening"},{"speaker":"Unknown","startTime":2038.89,"endTime":2044.41,"body":"to is Ella Fitzgerald. So just"},{"speaker":"Unknown","startTime":2038.89,"endTime":2044.41,"body":"old classics. You know, Frank"},{"speaker":"Unknown","startTime":2044.41,"endTime":2046.66,"body":"Sinatra, Ella Fitzgerald."},{"speaker":"Unknown","startTime":2048.49,"endTime":2051.94,"body":"That kind of Saturday morning"},{"speaker":"Unknown","startTime":2048.49,"endTime":2051.94,"body":"making breakfast in the kitchen?"},{"speaker":"Unknown","startTime":2052.12,"endTime":2054.34,"body":"Making brunch music? Yeah."},{"speaker":"Unknown","startTime":2055.81,"endTime":2060.73,"body":"Yeah. So yeah, that would be it."},{"speaker":"Unknown","startTime":2055.81,"endTime":2060.73,"body":"Because I would get bored of"},{"speaker":"Unknown","startTime":2060.73,"endTime":2063.7,"body":"other type styles and music"},{"speaker":"Unknown","startTime":2060.73,"endTime":2063.7,"body":"afterwards. Like I love them."},{"speaker":"Unknown","startTime":2063.7,"endTime":2066.64,"body":"There's got to be a moment for"},{"speaker":"Unknown","startTime":2063.7,"endTime":2066.64,"body":"them. But that this is sort of"},{"speaker":"Unknown","startTime":2066.64,"endTime":2069.31,"body":"passes France and art to any"},{"speaker":"Unknown","startTime":2066.64,"endTime":2069.31,"body":"future and I can never get bored"},{"speaker":"Unknown","startTime":2069.31,"endTime":2073.69,"body":"or so enjoy those. Yeah,"},{"speaker":"Unknown","startTime":2069.31,"endTime":2073.69,"body":"exactly. Exactly. Great"},{"speaker":"Unknown","startTime":2073.69,"endTime":2074.38,"body":"question."},{"speaker":"Unknown","startTime":2075.79,"endTime":2079.42,"body":"We love ever music heads over"},{"speaker":"Unknown","startTime":2075.79,"endTime":2079.42,"body":"here. So he's, and we created a"},{"speaker":"Unknown","startTime":2079.45,"endTime":2080.62,"body":"small business, big mindset"},{"speaker":"Unknown","startTime":2082.03,"endTime":2087.64,"body":"playlist on Spotify. And so we"},{"speaker":"Unknown","startTime":2082.03,"endTime":2087.64,"body":"add everybody's selections"},{"speaker":"Unknown","startTime":2087.64,"endTime":2089.38,"body":"there. So you can kind of be"},{"speaker":"Unknown","startTime":2087.64,"endTime":2089.38,"body":"like, oh, and listen to"},{"speaker":"Unknown","startTime":2089.38,"endTime":2091.99,"body":"playlists or whatever every"},{"speaker":"Unknown","startTime":2089.38,"endTime":2091.99,"body":"other entrepreneurs listening"},{"speaker":"Unknown","startTime":2091.99,"endTime":2092.23,"body":"to."},{"speaker":"Unknown","startTime":2094.03,"endTime":2098.32,"body":"That's such a great idea. It's"},{"speaker":"Unknown","startTime":2094.03,"endTime":2098.32,"body":"really fun. So thank you so much"},{"speaker":"Unknown","startTime":2098.32,"endTime":2100.0,"body":"again for chatting with me"},{"speaker":"Unknown","startTime":2098.32,"endTime":2100.0,"body":"today."},{"speaker":"Unknown","startTime":2100.0,"endTime":2103.99,"body":"I've had the April complete"},{"speaker":"Unknown","startTime":2100.0,"endTime":2103.99,"body":"blast chatting with you and I've"},{"speaker":"Unknown","startTime":2103.99,"endTime":2106.81,"body":"learned so much and I know our"},{"speaker":"Unknown","startTime":2103.99,"endTime":2106.81,"body":"listeners have to so, so"},{"speaker":"Unknown","startTime":2106.81,"endTime":2110.32,"body":"grateful. Thank you so much,"},{"speaker":"Unknown","startTime":2106.81,"endTime":2110.32,"body":"Erin, thank you so much for"},{"speaker":"Unknown","startTime":2110.32,"endTime":2113.2,"body":"inviting me. I've absolutely"},{"speaker":"Unknown","startTime":2110.32,"endTime":2113.2,"body":"loved connecting with you and"},{"speaker":"Unknown","startTime":2113.2,"endTime":2116.23,"body":"having this beautiful"},{"speaker":"Unknown","startTime":2113.2,"endTime":2116.23,"body":"conversation. And I hope so many"},{"speaker":"Unknown","startTime":2116.23,"endTime":2118.51,"body":"of your listeners get lots of"},{"speaker":"Unknown","startTime":2116.23,"endTime":2118.51,"body":"wins from it. So thank you."},{"speaker":"Unknown","startTime":2119.98,"endTime":2122.17,"body":"Thanks for tuning in to the"},{"speaker":"Unknown","startTime":2119.98,"endTime":2122.17,"body":"Small Business Big mindset"},{"speaker":"Unknown","startTime":2122.17,"endTime":2125.11,"body":"podcast. To keep the fun going."},{"speaker":"Unknown","startTime":2122.17,"endTime":2125.11,"body":"Check out our Facebook group"},{"speaker":"Unknown","startTime":2125.14,"endTime":2128.02,"body":"start and scale an online"},{"speaker":"Unknown","startTime":2125.14,"endTime":2128.02,"body":"business For even more free"},{"speaker":"Unknown","startTime":2128.02,"endTime":2130.96,"body":"trainings and resources from"},{"speaker":"Unknown","startTime":2128.02,"endTime":2130.96,"body":"fellow entrepreneurs. If you"},{"speaker":"Unknown","startTime":2130.96,"endTime":2133.45,"body":"haven't already, head on over to"},{"speaker":"Unknown","startTime":2130.96,"endTime":2133.45,"body":"muscle creative.com and click"},{"speaker":"Unknown","startTime":2133.45,"endTime":2136.36,"body":"subscribe and join our email"},{"speaker":"Unknown","startTime":2133.45,"endTime":2136.36,"body":"list for weekly updates. And if"},{"speaker":"Unknown","startTime":2136.36,"endTime":2138.64,"body":"you've enjoyed this podcast"},{"speaker":"Unknown","startTime":2136.36,"endTime":2138.64,"body":"episode, check us out on your"},{"speaker":"Unknown","startTime":2138.64,"endTime":2141.76,"body":"favorite podcast platform to"},{"speaker":"Unknown","startTime":2138.64,"endTime":2141.76,"body":"follow us and give us a review."},{"speaker":"Unknown","startTime":2142.12,"endTime":2145.45,"body":"As always be authentic bringing"},{"speaker":"Unknown","startTime":2142.12,"endTime":2145.45,"body":"insane amount of value and keep"},{"speaker":"Unknown","startTime":2145.48,"endTime":2146.08,"body":"crushing it"}]}