When you know how to communicate your message clearly and powerfully, you have the tools to articulate a brand that sells. Here's a talk I gave at the Revolve conference in 2016 for marketers and entrepreneurs.

1. Clients Everywhere
Terri Trespicio
REVOLVE 2016
Connect, Convert &
Command More Money

2. Here’s what we’re not talking about:
• SEO
• CRM
• RFP
• Hashtags
• Converting Twitter into cash
• Tricking people into paying for stuff

3. But we WILL talk about how to:
• Create a brand that means something
• Communicate with power & precision
• Compel someone to give a crap

4. A little about me
Magazine editor.
Radio show host.
Media contributor.

5. I make what you care about
compelling to other people.
Brand & content strategist.
Business owner.
Media contributor.

6. Crack the media code.
Craft your pitch.
Crush it on air.
lightscameraexpert.co

7. 1. There is always enough $$ for
the right solution.
2. There are clients everywhere.
Twoassumptions

8. Show of hands.

9. We all want from each
other what we have the
least to offer:
Attention.

10. We have to make
what we have
worth
other people’s time

11. How do I
stand out?

12. Problem#1
You aren’t talking to the right people
You’re trying to be all things to all people
You haven’t specified the who
Language is vague, unclear
No one gets what you do / why you’re different

13. Ex: Melody

14. Use their words
Be specific & straightforward
Be granular, not general
Instead
…call out the key issue & own it

15. Basket v. picker

16. Your brand.
It’s what you / your business
MEANS to other people.

17. It’s not just how they see you,
but how YOU see you.

18. Promise.
Presence.
Practice.

19. Try it: Explain it
to a fifth grader

20. Surveymonkey
Google forms
1:1 conversations
3 star Amazon reviews
Social media polling
Networking events
Ask
(the right people).
Then, listen.

21. Problem#2
you’re leading with features / benefits
You’re job- and task-oriented.
You’re leading with what you do,
not who you are.
You are thinking inside your machine.

24. Instead
…think bigger
Understand their larger problem
Lead with the what/why
Think like them, not like you
Be bigger than your business

25. Ex: The data scientist

26. Problem#3
fear of focus
You’re mistaking broad for big
You’re mistaking niche for “limited”
You’re missing an opportunity

27. Instead
…Pitch your niche
Plant your flag
Raise the stakes
Think like a rocket, not a sprinkler system

28. Ex: Adrienne,
former catch-all marketing pro
turned FB ad specialist

29. Started ~ 10K/month as a marketer.
She now earns 65K/mo for 10 clients.

30. Problem#4
You are thinking transaction, not transformation
You end up with little jobs that don’t add up
You can’t charge much, because there’s no
added value
You are being reactive instead of proactive

31. Do a deep dive first - lay out the big picture
See what you do as a premium service
Just because you can do a job, doesn’t mean
you should
Also: Don’t get business blinders
Instead
…think like a chef, not a short-order cook

32. Problem#5
you’re offering info, not insight
You’re afraid to take a stance
You’re afraid of alienating / offending
You’re not changing my life / perspective

33. Ex: Hillary

34. Instead
…take a stronger stance
Think like a thought leader
Have an opinion about your industry
Raise the stakes
Hit a nerve

35. Let’s take, for example, the
course I just launched.
From zip.

36. Started with a list size of “0”
Grew to 900+ in 2 months
2% conversion rate (13 enrolled)
$20,000+ launch
6-week online course for experts, authors,
entrepreneurs who want media attention.

37. • Gave away a free pdf
• Gave away a free video course
• Enlisted a few affiliates
• Podcast interviews
• FB ads
• Email marketing campaign
• Content marketing
• Events
• Webinars (even FB Live!)
What we used

38. • “But I’m not an expert!”
• “I don’t have time to do this.”
• “Why should anyone listen to me?”
• “I don’t know who or what to pitch.”
Objections

39. Competitor positioning
• Be your own publicist
• A PR firm charges you $$$ and doesn’t
promise you a thing!
• You need media training

40. Our Positioning
• Being in the media is a game changer
• You don’t need any special certifications
• You need to know how to position your own brand
• Don’t be a one-hit wonder
• We have experience on both sides of the gate
(plus we draw on other parts of our brands)
• We are not a replacement for PR

41. OK. But why do I need this?

42. Marnelli Martin
founder of Luxe30
Business: Subscription jewelry
service
Big idea: Women &
entrepreneurship
Vision: To inspire women to feel
strong, beautiful, in control
Influenced by: Trends like Rent
the Runway, StitchFix

43. So we played with a
few ideas:
Your beauty is not on loan.
Don’t loan it. Own it.
Don’t just rent your life. Own it.
Finder’s keepers.
We find. You keep.

44. 3 pieces of jewelry every 30 days.
1 surprise gift.
Unlimited compliments.
$39/mo
LUXE 30
We find. You keep.

45. Grow your existing brand
Find your niche
Communicate your expertise and value
JANUARY
2017!
territrespicio.com

46. Paula Rizzo Terri Trespicio
lightscameraexpert.co

47. Some reading
Linchpin by Seth Godin
Purple Cow by Seth Godin
Essentialism by Greg McKeown
Start with Why: How Great Leaders Inspire Everyone to Take Action
Stand Out by Dorie Clark
How the World Sees You by Sally Hogshead
Sell or Be Sold by Grant Cardone
Pitch Anything by Oren Klaff
Crush It by Gary Vaynerchuk

48. thank you!
territrespicio.com