Video Walkthrough: https://youtu.be/hsucb5S8cBM Email Zack: zack@startwithhatch.com Setup Call: https://calendly.com/zackmiller84/10min/07-27-2017?back=1 Full Slide Deck: https://www.slideshare.net/hatchnorfolk/growing-your-business-through-recycling-your-existing-work

2. WHY ARE YOU HERE?

4. SMALL BUSINESS
OWNER
MAKER
SERVICE
INDUSTRY
BLUE COLLAR
SERVICE
AGENCY
OWNER

6. ENTHUSIASTIC FOUNDER OF HATCH HOST OF BUSINESS TV SHOW RECOGNIZED INFLUENCER OF
STARTUP COMMUNITY

8. Free Content
2
3
4
5
6
1 What are they learning from
you?
Free Content can be an intro-
duction from someone, a blog
piece you wrote, a webinar,
an email, social media post,
etc.
7

9. Free Content
2
3
4
5
6
1
Mutual Data Point
To initiate a 1:to:1
conversation.
Connect with them in some
way.
Facebook friend request,
LinkedIn connection,
business card swap, etc.
7

10. Free Content
2
3
4
5
6
1
Mutual Data Point
Supplemental Info
An additional relevant
educational piece.
Info on topic of discussion or
a search result.
Provide the person with some
sort of value.
7

11. Free Content
2
3
4
5
6
1
Mutual Data Point
Supplemental Info
Dig Deep
Get data on a true pain point.
Still have not pitched a sale
to this point.
Analyze date, figure out how
you can help.
7

12. Free Content
2
3
4
5
6
1
Mutual Data Point
Supplemental Info
Dig Deep
Hard Sell
Recap all the info you’ve pro-
vided them with
+ more useful info
+ testimonials/case
studies that shows what
you’ve done that has turned
into a specific metric.
7

13. Free Content
2
3
4
5
6
1
Mutual Data Point
Supplemental Info
Dig Deep
Hard Sell
24 Hr. Follow-up
If the person responds before
24 hours, skip this step.
If not, follow-up with them
and ask if they have any ad-
ditional questions or feed-
back for you about what
you’re offering.
7

14. Free Content
2
3
4
5
6
1
Mutual Data Point
Supplemental Info
Dig Deep
Hard Sell
24 Hr. Follow-up
Follow-up with them to make
sure they’re happy with the
transaction.
Make sure everything hap-
pened the way they hoped.
A happy customer is
extremely valuable.
7 Post-Sale

16. Create relationships with reporters
• Find the person on your beat
• Follow and engage with them on social
• Then reach out to them via email (usually pretty easy to find)
• Help them out with a story idea or a lead
NOTHING TO DO WITH YOUR BUSINESS, YET.

17. local business

21. business

25. Create a relationship with them
Not a match.com kind of relationship
Engage with them on social, but as you would with a friend, not
pushing your business or your own agenda
Let it happen organically
Reporters are nosey, they’ll broach the subject

26. Don’t go in blind
Start local and branch out from there
We have dozens of templates like this
one to help you along the way

27. Add an “As Seen In” section on your site
And link to the posts!

28. Email your lists

31. Schedule social posts every month or so

33. Use as collateral
- Email signature
Zack Miller
Hatch
Did you see us in Entrepreneur mag?

34. Use as collateral
- Cover photo

35. Connects reporters with people in specialized fields to be featured in mutually
beneficial way.
They need content and leads, You need exposure.
helpareporter.com

39. #1: Have a portfolio page that includes
all of the work you’ve done in the past.
Include:
- What the company does
- What you did for them
- How it helped
- Show numbers whenever possible

41. Schedule social posts

42. Press Release

43. Try to get a link on their site

45. I was able to use 1000 Four to teach my
team how to maintain a business. That
way, I could focus on growing it, rather
than working on the day-to-day.
Xerxes Nabong
Founder, Escape Room Virginia Beach
Since joining 1000 Four, not only have
measurable things like sales and web
traffic increased, but my determination
and confidence have grown as well.
Jeanne Fiocca
Founder, Cookie Text
I was able to get honest criticism and
feedback by being surrounding by entre-
preneurs and business owners who can
understand the struggles I was going
through. I would never have been able to
reach my goal without 1000 Four
Nathan Tschohl
Founder, Swim Nerd

46. Not just the “Big Boys”
Get testimonials from companies of all
different styles & sizes
You want to appeal to everyone possible

49. Schedule social posts

50. Create a simple graphic to share
In the posts:
- Tag the person or company
- Promotes engagement
- They’ll share on their channels
and grant you more exposure

51. Press Release

52. Hey client,
It's been a blast working with you and seeing your product/ser-
vice grow. We'd love to feature you on our site and throughout
our channels. Can you provide a sentence or two about the expe-
rience you had with us?
That's it, we will do the rest of the work.
Thanks,
Name

53. One challenge to this is the amount of time it can take for you to
get a quote from them.
So during the working process, during phone calls or email ex-
changes, keep your eyes and ears open for anything they say that
could qualify as a testimonial, and write it down when they say it.
Then afterwards, you can go back and say “You said this, can I
use it as a testimonial”
Much easier for them to just say yes than to think up a quote
themselves.

59. No matter what kind of review they leave, always follow up and
ask why.
Good or bad, this info will provide useful insight into what you’re
doing well, and what you could be doing better.
You can also incentivize people to write a review with some sort of
value exchange

60. Hey client or fans,
We love you and we love being able to help you. We are working on
increasing our exposure on Facebook/Yelp/Google and would love
if you could go to this link and provide a review of our company. It
would mean the word to us. + we just gave you a series of reviews
as well. You can see them here.
Thank you so much for your help.
Thanks,
Name

61. EVERGREEN CONTENT:
Evergreen content is content that is perpetually relevant—much
like the way evergreen trees retain their leaves all year around.
Interesting and relevant content that does not become dated is a
large component of being found online by search engines.

63. If possible, download the file and host it on your own website.
If not, just take the link to where it is hosted and create a post on
your site talking about your experience on the podcast, with a link
out to the page.

65. Schedule social posts

66. Find other talks from the same podcast and reach out to those
people.
Share their stories, maybe they’ll reciprocate.
Use it to build new friends.
“The fraternity of podcast guests.”

71. “Other Popular Posts”
http://disqus.com/
Keeps people on your site longer

72. Email your lists

74. Hi [person who runs the site],
My name is ______, and I write the blog _______, [one line about your website and why it matters; for in-
stance, “News To Live By, which highlights the career advice “hidden” in the headlines.”] I hope you’re doing
well.
I am a big fan of [site where you want to guest post] and read your content all the time. I especially like [refer-
ence two recent posts you find worthwhile and link to them; for instance, “your posts on email templates for
building relationships and how to tell stories during an interview.”]
[Then, one more compliment that leads into your pitch; for instance, “I like News To Live By because the advice
is practical, and I have similar content I think your audience would appreciate.”]
I wrote a blog post recently called [blog post headline that’s linked to the post], and in a nutshell it’s about
[quick line on what the post is about; for instance, “smart tips for dealing with rude co-workers.”] I would be
happy to send it over as a guest post if you’d like. Here are a couple other recent posts I’ve done:

75. – [blog post headline that’s linked to the post]
– [blog post headline that’s linked to the post]
If you have other ideas, I am open to writing something else for [the site where you want to guest post].
Thanks, and I hope to hear from you.
– You
Email signature with blog/contact information
DANNY RUBIN
NEWSTOLIVEBY.NET

76. Schedule social posts

79. If the interview is Evergreen...

80. Schedule social posts

81. Email your lists

83. If the interview ISN’T Evergreen...
Push as if you’re the expert in whatever the subject matter is
Recycle as #TBT in coming months

84. Schedule social posts... #TBT

85. #TBT to that time I interviewed Seth Godin

87. Exchange some piece of content (Could be any of the things we
just talked about) for some sort of contact info of your users.
Typically an email

88. Be concise
Be authoritative
Use BIG WINS
Use real numbers when possible