Experts Speak
Experts Speak

Episode · 2 months ago

Be Featured in Major Media (with Erica Holthausen)

ABOUT THIS EPISODE

Have you ever wanted to be featured by a major media outlet? Erica Holthausen can help you do just that. Erica coaches clients through the process of writing articles for high-visibility publications. Her clients have secured bylines in prestigious media outlets, including Inc., Entrepreneur, Fast Company, Insider, and many others. She can show you how to use persuasive writing techniques, ask the right questions, and communicate complex ideas with power and clarity. Learn more about Erica at her website: https://www.catchlinecommunications.com/

Welcome to the experts speak podcast with Michael Delan. Each episode features a leading expert who shares helpful insights, practical tips and memorable stories that will inspire you, educate you and help you enjoy more success, freedom and purpose in your life. For the next few minutes, enjoy listening to experts speak with Michael Delan. And welcome to another episode of experts speak on Michael Lan. And today I am talking with Erica Holtausen and at will. Erica, thank you for squeeze me into your schedule. Oh, I am so glad we are able to make this happen. I always love talking with other writers about writing. Absolutely so we are going to be diving in because Erica does something that's really cool and something that I guess asked about a lot and we don't really do. So I'm glad we have the connection. Erica helped business owners learn how to write to get published in major media publications. I did you hear that? Okay, good, now that you're listening, let's talk about Erica and how you help business owners do that. But before we get there, tell us your background. How down the world did you get to helping business owners do this. Yeah, you know, like so many of us, it's a windy, twisty, curvy, look deloup path. I'm actually recovering attorney. So I started my career as a securities lit egation attorney, but even in law school I was what was called a dillard fellow at Uva. So that was a fellowship program for people to help first your students learn how to do legal research and writing, and then I served on the editorial board of one of the journals. And writing has always been a part of my life, but I never considered myself a writer. And then, you know, fast forward a few years and I had gone from the Law Firm to the nonprofit sector and I was working on a big project with we had a fundraiser that was basically a decorator show house. So imagine a big, big, big, big old house. Would like thirty rooms and thirty interior designers each decorating one of the rooms as part of the reciprocity they're donating their time and talent. We held a press week in advance and before it was open to the public, so the press would come in, they'd be able to interview the designers take photos, and that was where I met my very first editor and she said, you know, oh, would you ever be interested in writing an article for us? And I kind of looked around, like me, and I had my first writing job with with her, and she took me under her wing. She taught me basically everything that I know today I can trace back to Lynn. She taught me how to write for publications, how to pitch a publication. You know, the first three months she just gave me a signments and I wrote, and then it was month three she said, well, you're going to have to pitch me this time. I had no idea what I was doing. So learned how to pitch. She actually turned down my first pitch. So I also learned how to pick myself up off the floor. Says probably, and you know. So that was sort of how I learned how to do this. And then fast forward another leap. I worked in the marketing and advertising world for for several years and when I left to start catch line communications, initially I thought I would do content marketing and marketers. I love you plug your ears. I was working with a coach and I just said I am so over marketing and he was like, well, that's a big problem. And we ended up talking about a client that I had had several years before and helped him pitch and get published in an Industry Trade Journal and an association publication, and I loved that, and so my editor, my coach at the time. So so,...

...why don't you do that? And finally, like light dawned on marble head, because I didn't get it. Atus I was like, well, why don't I do what? And and it was like Oh, like, oh, this makes so much sense. And so the rest is, as they say, history. Wow, that's awesome. As you were talking through there the we're probably I'm probably older than you, but back in the day I'd watch a show and I don't remember the name of it, had that little African American kid and hit his phrase back to his friend. was what you talking about, Wi? Oh, yes, yes, yes, yes, it is. What came to me when you said those two or three things is like who, amazing, what you're talking about? No, I think, yeah, yeah, well, that show absolutely my reaction. So, yeah, love that. What are you talking about? Yeah, all right, so let's let's talk about this. For obviously we help business orders become Amazon best selling authors, right, and we do a little press. Relase around that holding, but that you're in a different ball part. You're talking about writing. All right, let's talk about articles. Business owners writing articles that the could get published in like Forbes or ink or Entrepreneur Magat, things of that nature. Yeah, okay, yeah, in fact that yeah. So you know what I always do, as I start with my clients, with what are your actual business goals? Because I you know this. Writing a book just to write a book is not the reason to write a book. There's got to be more behind it. Same with writing articles. Writing articles just to say I was published in Insert Fancy title here is not like rock on. But that's not enough of a reason. There's there should be more behind it. So knowing what Your Business Goals are, then also knowing how do you want to use these articles? For some people they want to use the articles in order to, you know, drive traffic to a Webinar that they're offering. For other folks, they really want to use the articles so that they can solicit, you know, really get the attention of their ideal clients and people to say hey, Michael, I just wrote an article for ink about that. Let me send it to you because it's an amazing credibility builder. For some folks they really want to be able to interview all of the amazing people that they work with so that they can highlight those folks. So the more you know about what your goals are and how you want to use the articles, the better able you are to pick the right publication so that it's the publication that will actually help you reach of those goals, because any republication has different guidelines, different rules, different things that you can and cannot do right, and that's good because you get down to know your business goals and your audience readership, because you might say, Hey, I was publishing ink and if your audience isn't there, they're going to go ink one, right, right. So understanding those two that that's all part of strategy, because this is a business growth strategy and it does build credibility that when you go to websites and they say, you know, as seen on ABCNBC, Fox, right, we can get that, but to be seen on forks, Forbes, entrepreneur, in all those that's what you can help people do, not only just to get that that that label, which is good, but to be the contributing author where you could take that article on repurpose it. You could print it off, you email it to somebody, could hang on your wall, you can email to people. Yeah, liferate it and then go and maybe be a another one and another one and another one. Right. So let's talk about that, the whole process, because one thing you don't do, I learned in our first conversation, is you don't do this people. You learn. You don't like that, but you coach them, which I really like better, because you're equipping business owners and maybe their team how to do this so that in a real short period of time they're equipped. Now they can do it for the rest of their career, which is I love that aspect. So explain that, that process of okay, I'll come to you. I want to do this, I've got the right goals. What do you do in your in your programs? Yeah, so my programs are all based on what I call the peaceful publishing method, and if you've ever had to name a methodology, you know the...

...pain and and suffering the closes with it. But basically it's an eight step programs. That's the peaceful and it starts with it starts with your pathway. It starts with you know what Your Road Map is and what you're going to do and what you're looking for, and then that's the whole that whole first part sort of flows into picking the right publication so that, for example, ink is perfectly happy to have you interview other people and profile them in your articles. Entrepreneur is not. They will let you quote a household name, depending on the household, but anyway a household name, but they won't let you profile somebody else. So if you know you want to profile people, that gives you an immediate filter. So we use that as a filter to figure out what are the right publications to go after. And then it goes into how do you pitch these publications? When do you follow up? If you don't hear different publications, some publications you still do get an assigned editor who is yours. More and more publications have an editorial pool, so you never know which editor is actually going to be looking. So how do you navigate both of those? And then it's all about how do you structure these articles? You know, how do you write a good, compelling headline? Does this particular publication have a preference for certain types of headlines? What is their tone? Of Voice, does it match your own brand? So being able to really dig into those publications and say, Oh, I thought I wanted to be here, but I'm not so sure, and finding the one that really is the right fit for you and who who those publications serve? Because you may know, okay, my clients read ink, but if that's not who ink is trying to serve, right, ink isn't going to watch your pieces. So it's finding how do you put all of those pieces in place so that it's a good fit. So that's what I guide folks through. And then the last part, of course, is you know, okay, now you've published an article. Great, what's next, because nobody's going to come knocking down your door because you have one article up on inkcom. So then it's figuring out how do you use that to go back to those goals, business goals that you set at the beginning, and figure out how you can use those articles to reach those goals. Yeah, that's really that's really cool because, you know, I talked to business own it all time and a lot of business owners really like done for you because they just want to pay somebody to go do it and there's a place for done for you in marketing, in business growth, right, and at the same time there's a place for no, I want to learn to do it or to have a team member walk through the program with me, because you're you really are not. You're not just giving somebody a fish in a sense, and you're teaching them how to think through this whole yeah, maze, because it really is. I get other questions from all the time. Hey, I want Pr. CAN YOU DO PR? And I connected with people who do pr and their eyes glaze over as like, no, this is not a quick magic but this is. Yeah, but what it does is, when you do it right, is it does position as the expert, because it takes tenacity, it takes us skill and it takes the ability to communicate at a different in a different way. Yeah, but and go ahead and and when you're published on one of these outlets, you have been vetted. Yes, somebody else vetted you and said, Oh, this person is actually worth an editor at ink vetted you and said this person is actually worth listening to. Yes, that's that's a huge credibility builder. And as part of why I don't do that as a d for You is, do you really want to outsource your reputation to somebody else? MMM, I s or Down't yeah, I have a control freak. There is no where I am outsourcing my reputation...

...to somebody else. Am I going to bring people on to help me with that? Oh yes, but my reputation is my responsibility, and so really being able to know how to do that so that the way you are presenting yourself is the way you want to be perceived in the market place is is critical information. Yeah, it is, and there's nothing greater than having that third party vetting that. That in my day as a kid, the good housekeeping still of approval. Right, right, really what it is. But when your audience recognizes that right it, marketing happens in the mind of your audience. Is How they have think and with a recognize that, it makes all the difference in the world. Now there are your process. I presume you help people walk through this. So let's say we've got somebody WHO's a business owner, but there they sell golf equipment or golf lessons. They're going to be going after Golfing magazine. Your process works for that as well. It's not just forms it right. Yeah, yeah, it really works for like my specialty is working with consultants and business coaches. Those, those are really my people, and the business magazines. But the process works whether you're, you know, going direct to consumer or it works regardless. It's figuring out how you do this thing, who you're right. Publication is how you pitch them, understand their guidelines, if, if they bother to have them, which is a big if, and if they don't, how to basically create understand what their guidelines are that are unwritten. And Yeah, and then how to leverage your success. Yeah, and you went you set up an earl or that I want to circle back to about pitching them right, because you got an article, you think it's great, you still have to pitch it to them. And what I tell business owners when they talk pr or trying to get on the local news channel or something. I tell them I say, from what little I know about pr your sales pitch is different than your media pitch, and they're like what you mean by that, Machael, and we have a conversation. So talk about the pitch and the interest of that editor is not your business, right. Yeah, yeah, so I also work as a freelance editor and have have done that for about fifteen years. So when I am in that capacity, first picture what the editor is getting, because they are getting a huge number of pitches. Typically I have about a hundred pitches when I have to sit down and go through them. My Job I get to choose ten, wow, out of that hundred and those ten don't get published. Those ten go to our editorial meeting and then the editors battle it out to figure out like which one, which one of us, gets to bring the writer that we've got. Yeah. So, so that's a part of the process first. Now to get back to your question that I need to actually remember what was yes, business fitches different. So, from an editor standpoint, I don't care what you do or what you're selling. I care that my readers are going to get value from what you have to say. Yeah, so it's a very, very different animal. I don't care which of your golf clubs is best. I just that's not what I care. I care are you going to make our readers a better golfer? Yeah, that's right, and the more so that's where the more you can show them. Okay, here's the idea, and I want to make sure that you're going to say something that not every other golf guy is writing about right. So you have to have a unique perspective and a very defined point of view. You have to know what you're going to write about and you have to have a bio that really shows your credibility, because why should I listen to you about golfing when I have a golf prow who's...

...also writing for me? So what different perspective are you going to bring to the table that he or she may not be bringing? That's right and and for my audience, when you're an Amazon best selling author, that gives you a little bit of credibility to lead into then say, well, I have this unique perspective on financial advising or being an attorneys or CPA or taxes or whatever, and this is this is my approach that your audience needs to hear so that they can have a safe, strict your retirement. Yes, yes, that isn't pitched up. Might get me in the top ten, depending because it also will be. I want to see a couple of your writing samples and I want to make sure you know so. That's a big part of it too. That does help and any kind of and the nice thing about books, like books and articles works so beautifully together. Some people will work on articles first and you can test your ideas and while you're doing the research for your book, you may as well make use of it so you can publish articles. That helps also build your platform. And then you have a book, or folks who already have a book, there's gold in that book. You have already done this tremendous amount of work. Leverage that thing like stack the Roi, as my coach says, and get as much out of that as you can. So all of the work that you did to put together a book is another way that you can start writing articles. And if the book is one of the things that you're really trying to promote, you can use your articles to promote your book. If you choose the right publication that allows you to have, you know, a bio at the bottom of every article, right so they don't all do that, so that they don't all do that. It's all of this that as you as you're talking, you know my eyes are starting to glaze over and I'm looking for something else to do, because it's so it's like standing at the bottom of Pike's peak, going I've got to climb that thing not knowing. There are a number of paths that make it easier. Right in. One of the paths that make all of this easier are your programs that you you walk with business owners through them. You help them, you they have the information for life once they get through, because you've equip them, and then they and their teammates can say, okay, here's how we're going to approach this on a ongoing strategic platform, because this is a this is part of our marketing effect. Really Yeah, is getting published on a regular basis. I'm got a client in Missouri. He is published in all kinds of financial magazine. He's been doing it for a few years and he's got it down to where there are two or three magazines that he kind of writes for on a regular basis. Wow what that has done for him in his business. Yeah, he's incredible, but he's he's very consistent. YEA, yeah, and it's and it's all about being strategic about it and really knowing where you're going. And in the advertising world we always talk about, you know, balancing breach and frequency, and that's the same thing. If you're if you're going after articles. There are the folks who just want to write for a different publication every single time. I personally find that exhausting, but it means that your reach is Roab. You're getting in front of a whole bunch of eyeballs. If you want to balance that, would frequency, and I tend to go for the hybrid approach. Full frequency would be the number of times somebody has the Opportuny, unity to see your stuff. So it would be having a column on one publication and sticking there. But you can hybrid that. You can have a home base and then other places that you go after for one off publications and, as is the truth of everything else in that world, certain publications like a column and other publications like one offs. So it means that you can kind of put that together in a way that really, really works well for you. Yeah, and I'm going to throw this in here. This maybe a curveball. I don't think it is. We're talking about major...

...curveball, all right, all right, here we go. We're talking about major publications, forms, INC and manitment or all that. At the same time there are a lot of local magazines, local newspapers, local that, once you understand this skill set. It's my on my gut would say it's a little easier to get in those and it is forms an ink would be my guests. What do you think? What do you have that great questions? So totally depends. So the reason we even have the opportunity to get published under our own by lines on ink FORBS ENTREPRENEUR FAST company these days is because magazines are reliant on advertising revenue. They absolutely require advertising revenue and most magazines were a little late to the game and understanding that this whole like Internet, new fangled thing was going to stick around. Several magazines I wrote for early my career don't exist anymore because of that exact thing. So the way that ends up working is as the advertising dollars moved online, that is reliant on you know, you get more advertising dollars if you have more traffic. You get more traffic if you have better SEO. Your Seo is better if you have a ton of original content coming through day after, day after day. These publications could not be sustainable businesses if they had to pay their staff, writers and freelancers for all of the content they needed to produce. So they have an extraordinary need for content. Then you have this other group over here, the business owners who want to tap into that audience because they have an established audience that they can get in front of. They want to connect with that brand and tap into that audience. If they start writing for for the publication, that helps the publication have more content. So, you know, it ends up being this win, win win situation. It's a win for the publication because they desperately need the content. It's a win for the writers, the the business owners, because they're getting that visibility and it's a win for the readers because now they're getting a slightly different perspective that's not filtered through a writer. It's, you know, through a freelance writer. It's right from the expert and saying here are the experiences that I have had, let me share them with you. Right, that's awesome. That's awesome. There's a there's a a lot of opportunity. These really up there. Yeah, and I will also say quickly, because this is a often overlooked opportunity, trade journals and associations, pending on depending on your business and who you are trying to reach, that can be a great direction to go in because it reaches your exact audience. Okay, so I worked with an environmental, health and safety management consultant. He wrote for a Trade Journal and an association because his people read those publications replied on those publications. They weren't reading Harvard business for view or Forbes or entrepreneur, they were reading these industry pubs. Yeah, and that goes back to marketing, one on one. Right, where is your audience? Yep, and go to where the people are. So you have to know and that kind of goes back to your first part of your whole program is is understanding which publications are right. And maybe you pivot and go, Oh, I had thought about that. Yeah, and and now you've opened up a good be a vacuum right of nobody's in there, and you come with the right understanding, the right pitch, the right process. And now your business is set up to do this on a regular basis and it's really cost effective. It takes a little bit of your time to write articles, but what you build those relationships and they start looking to you for articles, tips and things. You can build relationships over time where you may not be a syndicated column this but you might write an article once...

...a quarter. Well, yeah, that's pretty powerful and guests? Who Puts on conferences and trade shows? Yes, and guess who those associations go to when they need a keynote speaker? It's right where, a trainer or something else that they know that you have been a consistent, reliable source of really high quality content. You know that gets your foot right in the door. The other thing to bring up because it is a part of your marketing effort and you want to make sure that this is fitting into your workflow. Like, none of us have extra time to like just throw out the window. So, if you have a content marketing program most of these publications, not all, that's my disclaimer, but most of these publications are perfectly happy to have you syndicate the article you published with them on your own blog. After a waiting period. You have to wait maybe ten, fourteen days, but then you can put the exact same article on your own bog. Usually they like a link back. You know, this was originally published on Inkcom, which does not hurt you. And Yeah, and and then it can fit into it can be built into something so that it doesn't have to be this this owner is additional thing that you have to do. Wow, that's very cool. All repurposing of content. We talked about that a lot and you could even go on your podcast and say, Hey, I was just featured in eat magazine. I wrote an article about and then you talk about it. You're not quoting the article, butchers in. Hey, go check out INC magazines. Is You on this date and you'll see me on INC magazine. Yeah, I think people would be going really know what really yeah, and it buls more credibility. So there's all kinds of ways that you can you can do this exactly. No, people how to get ahold of you when they're interested. Maybe in the briefly high level. What kind of programs do you have linkwise? I mean, are they all? Yeah, I mean so I have found two paid programs. So the first is credibility catalyst. That is the nine week program. It's basically the give me all of the tools and the rules to the game so I can win. It's very condensed, but you get the information. The learning is online and then we come together as a group to problem solve strategize. There's time with me so that I can help you edit articles or refine your pitch or figure out anything that gets sticky. So that's credibility catalyst. I also have pathway to publication. That is the kinder gentler six month program, which was the first one that I created, because that's the one I would want to go through, and it's basically focused on implementation. So not only do you get the rules and the tools that you need to win the game, but you go through the entire process. So the expectations are slightly different. And then the one other thing that I also offer. I have a monthly free Qa called pitch to published and it's just on the second Wednesday of every month. I always do like a little bit of the training and then I just open the floor to whatever questions happened to come in that day and I do my level best to answer them. Very cool and we are. Can People find these? So catch line COMMUNICATIONSCOM is my website. That's the best place to go and you'll find all the things there. And I'm also on Linkedin and always delighted to connect with people there. It is my one and only social media platform, which delights me, so that would be another great place to connect. Awesome, and those are both in the show notes. So you can connect with with Erica and learn about how to be published in featured in major publications and use that to build your credibility, your expertise and you're following in your business really because, at the end of the day, it's about helping people, serving people, growing our business and doing more. This is a very different, unique approach and that's why I wanted to have Erica here. So, Erica, thanks so much for being my guest. You. You were just a wealth of information and I just want people to reach out catchline COMMUNICATIONSCOM...

...and you can find out more about her, her programs, how she can help you. Erica, thank you. I appreciate you being here. Oh, it is my pleasure, Michael. Thank you. Thanks for listening to expert speed with Michael deloan. If what you've heard today was helpful to you, reach out to our expert guest and see how they can serve you to bring you more success, freedom and purpose in your life. No,.

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