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Building Your Authority Platform

Lesson 47 of 50

Workshopping - PR Pitch

Beate Chelette

Building Your Authority Platform

Beate Chelette

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Lesson Info

47. Workshopping - PR Pitch


Class Trailer

The Authority Platform

1 Class Introduction 08:09 2 Generations Matter in the Way You Sell 09:34 3 Business Has Changed 22:52 4 Move From Selling to Serving to Solving 19:51 5 The Authority Platform 19:20 6 Your Elevator Pitch 06:26 7 Stop Selling and Start Connecting 32:48
8 Hot Seat - Elevator Pitch 27:09 9 About Beate 07:42 10 Platform Building Overview 16:49 11 How to Cut Through the Noise 15:17 12 Interview with Andrea Reindl 24:14 13 Workshopping 18:47 14 Questions 05:50 15 Why Peer Approval Matters 09:56 16 Creating a Word of Mouth Campaign 22:30 17 Hot Seat - Word of Mouth Campaign 41:54

Social Networks

18 The Why of Social Networking 12:17 19 How to Build Influence 24:24 20 How to Tell Your Story 26:50 21 Hot Seat: Put Your Story Together 19:37 22 Finding Your Voice 04:18 23 Where to Find Topics for Blogging 16:05 24 The Blogging Formula 11:37 25 The Blogging Amplification Model 18:53 26 Workshopping - Blogging 21:30 27 Your Personal Brand 09:05 28 The Fab Five Social Networks 23:46 29 How to Use the Five Social Networks 35:17 30 YouTube 10:53 31 What You Can and Can't Post 06:32 32 LinkedIn Overview 13:44 33 Skype Interview - Clint Evans 22:39 34 How to Build Your Profile 23:36 35 LinkedIn Links to Group 10:23 36 Top of Mind Awareness and Misconceptions 10:26

Lead Generation

37 Your Website is More Than a Portfolio 33:56 38 The Call to Action 08:33 39 Hot Seat - Unique Selling Proposition 24:36 40 Workshopping - Unique Selling Proposition 12:04 41 What is a White Paper 13:13 42 Why You Need a White Paper 18:45 43 Skype Guest - Uros Rojc 29:58 44 Be The Authority 10:29 45 Misconceptions about Media Relations 17:59 46 Skye Guest - Shannon Rose 38:26 47 Workshopping - PR Pitch 21:31 48 Great Leaders are Made, Not Born 10:14 49 The Authority Playbook 59:11 50 Accountability and Review 12:34

Lesson Info

Workshopping - PR Pitch

Go on page number seventy six and so I'd like to pick somebody from our life audience who wants to do a ah hot seat on dh start working on a pitch well to please hold back by all means jed come on always come on up you always you always ready and willing this is when the magic happens and just because we don't know who is watching right now let's just start with your elevator pitch and let's just talk about who you are and what you do and what the solutions are that you offer and then we'll figure out how we pitch it, okay? My name is john baptist and I am the founder and creator of just genuine creations, which is j n u n creations and I am creating myself as an expert in authentic expression online creating connection and bringing intentions to life. Okay, very good. So, um, what's going on right now sort of in the market in the environment that has prompted you to do what you doing? So if we're talking about can we tie this into anything that we are recognizing any trends? What we s...

ee, they could give us a reason to pitch this right now we're seeing a lot of stock photos on websites um actual ly theirs it's hard to find a web designer that's going to create you authentically your there's a lot of businesses that are out there pitching everything for free on bond there's there's very little connection with the people who are offering their services or or wears and also there's in the market there's this experience if you're out there building yourself that you have that you have to be everywhere and you just you just flooding the market and you're you're doing it in a manner that's it's not intentional and you don't know whether or not you're actually reaching anybody ok so one of the current events that we're seeing is that we are being overloaded with information um one of the one of the current events I think that you could hook it on to is when spam you know when there's like another way for huge spam coming through because ever every couple of weeks what happens is have you noticed that is like all of a sudden your spam box just goes bonkers like it is like hundreds you know it's like whatever tens twenties maybe fifty and then all of a sudden it just goes crazy and it's like two hundred one day in two hundred the next day it's the same you know it's the same while gold viagra you know find russian brides money from europe uncle in nigeria type of thing but there's not just one but there's hundreds of them so I am pretty sure that they must be websites that do talk about these current events when there's another way for spam and that would be a great current event to say not just are you overloaded by information, which is something everybody knows, right? But the recent attack or the recent hack off so and so into gmail, yahoo or hotmail or whatever sort of that is or the last thought sweep through the internet that compromised five million private e mails has result sit in an extra thirty million pieces of spam mail, not just are you suffering from information overload, but you also but also, you know, adding to your aggravation is spend life or I would say the other way around is like the recent obama tech major invokes go crazy as if you weren't overloaded enough. So how are you going to make it through your inbox, right? So that could be a sort of a current event or spam filters like for me, I don't ever receive any of that because my spam filters keep it out of my awareness and what's happening now is there's a lot of a lot of businesses there, they're writing their their copy and they're people who actually sign up for the white paper and get on their list, and then they never actually get through the spam filter to to contact the person and the person that that connection doesn't get met, so what they what they asked for you to do is take take, you know, make them somebody that you want to receive mail from, but that's the next step that you have to take that not everybody ever gets too, and they're not may not even be aware. And so you have to write your copy in a way that the spams don't don't think of it as spam, that it actually is authentic it's in a really human voice, it's, there's, there's, relatedness and there's connection. And so how do you how do you, as somebody who's working with that, that spam filter actually form that connection? I actually really like that a lot, because that happens to me all the time is the stuff that I don't want ends up in my email and the stuff that I do want, and seven my span man and some people go like, I can't believe you're not responding to me. Well, I hadn't checked my span filled, you know the whole reason I have a spam filters because I don't want to check it so that I think that's a really good current event to say, are you frustrated? You know, the frustration off the liberties that especially google is taking to determine on what is supposed to go in your in mayor in your inbox in in your in your sam spindel so that's, I think, a problem that a lot of feet people are facing, so that could be a really good hope because I'm really frustrated with that, you know, so part of it, the tie in with great if life is the page have created, so not everybody is signing up for something ends up in this band filter. So now I have thousands of messages sitting in my spam filter because I'm terrified to empty it because it could be missing message that I actually need to read. So now I have to go through all the span filled the messages, which is exactly what I try to avoid in the first place that this is a an excellent, excellent, excellent hook. So so let's, write that down here for a second and four you in here and you out there, please do go ahead and think about what is sort of this current event what's going out in the market, that could be a current event that we can be using for a tying in our pitch. All right, very good. So who is going to be pitching? Are you going to be hiring someone? You're going to be pitching yourself that's a really good question. You know, it comes down to when your boot strapping and you're you're really, you know, focusing your efforts. I hadn't considered a budget for for pr. Um, well, so he is going to tell you a dirty trick e I'm gonna tell you trick. So when I first, uh, you know, when I first started with this, this business and you always get these e mails from people got, you know, and you answer them and you go like, I really shouldn't be answering these emails, somebody else really should be answering to see no, so I made someone up carolina, I think, or susan was a name. And so susan answered all these e mails that I really shouldn't be answering, and susan was very protective of my time because susan said that fiat it was currently very busy traveling and speaking, but that if the person enquiring was interested in a booking link for a fee, my time that I sure could be, you know, might my valuable time could be made available, which would have been terrible if I would have written that, but thank god I had susan so what you could d'oh issue could create a whole different email account, and but everybody using gmail right now uh it's not unusual for people that actually are in business using a human kind it's not my favorites really not my fate I am not a big fan of gmail accounts if you have a professional email account that says first name your company named dot com you should you should use that on this for many, many, many reasons it's been especially verification purposes if I can increase and it's a gmail yahoo hotmail account it does not have the same value as it does if it's a profession account because what do I do it to copy and paste I put it in and I actually look where they're coming from because I want to know the quality of the person and sincerity of the person in the serie osce ity of the person that I'm working with so but you know, for the purpose of this so you could create divine p r and you could create susan fields as your publicist and any increase go to susan fields at you know gmail dot com or you know don't use hot know you but you know I would use a gmail account for that because at least from those it's the better one and have those increase go to this fake person that's really you because that way it doesn't look like you pitching your own and there's so many people that are helping with pr out there that nobody will know any different or, you know and that's for, you know in the boot strapping world that's probably a really good sort of work around don't talk about it though that you're doing that ok, this is really sort of secret secret secret trick, but it works really well to have this other other entity that filters certain things or you know, if you're on the road and somebody since an inquiry can say susan, we'll get right back to you on that I'm sorry I'm on the road, you know, or or susan is involved with a client right now it's better not to lie but me, but you know there's some ways to formulated in such a sensitive way that it's like we're on it, you'll hear you'll be hearing from us soon while you are frantically rush to your desk but that pitch together send it to susan. Susan consented out okay, all right, so who's pitching um staying true to my brand. What I just heard in all of that is I'm going to find an intern who is interested in building themselves in in the realm of publicists, you're being a publicist and what I see is I have a a google business site account that is just genuine creations dot com and I will set her up with an account and have for as a virtual partner in my business and I really do see that I could create all of that with somebody who is bootstrapping themselves and it would really work with what I'm committed to which is authentic being being genuine, being true and also really empowering other people to fulfill their dreams as well. Ok that's really that's a that's a great a great statement because that is, you know, really representing your brand. The only thing I want to warn you about is depending on where the status of your business is right now in the airplane they say put the mask on first yes, because we don't want you to get in the business of saving others when your own life rafts not ready so I appreciate that and, you know, this is definitely sort of one of these moments where we really have to think about this is like where we were that what we were doing and what's more important but because you are a single mom, please take care of yourself first the empowering stuff my dad said to me when I had sort of the social idea off, you know, being a counselor and doing all of that and he was listening to this for a while and then he he had a beer, which we clearly often did and he said, you know, says, I really appreciate your desire to help the world but do yourself in the world a favor by becoming really successful first because then you can help so many more help yourself first so you can help so many more and that really stands true for probably most everybody here because we're so in our well we're building the community and we're collaborating it is ok to be really really focused on your own stuff first because I want you to have the bank account that reflects the passion and the mohr the platform builds as you know that's the authentic part it will build but in the very beginning so if you can't get the intern and it works out great but can you really divert your time right now to building anybody else's business up you cannot you cannot because your mom your business owner your woman and I have health challenges and you have health challenges so don't be afraid to say I am doing this because it's the right thing to do for me because I need to take care of myself first yes whatever they looks like but you must take care of yourself first ok good so we're still working on who is pitching ok, so what would be an outline of the topic um outline of the topic yeah like what are we pitching what's what what's the what's the idea behind the pitch so we have said that our our current event is that we well, you know that the spammed stuff in the span filtering is in such disarray that we're getting what we want ends up in the spin filter what we don't want ends up in our mailbox so how do we what's your opinion on this night night know how where do you come in and solve this? Um well it comes to being connected through social channels so for instance google is all interconnected right? So if you are connected to the person on google and you're also connected the person on facebook and linked in when those windows connections exist then when your email comes in the way that it is it's authenticated is that you're actually already socially related and socially connected to them. So one of the things that that you can do to have it be that the people that you want to receive communication from one way to ensure that you get their communication is like them on, you know, connector them on facebook connect with among google, connect with them through social channels and then vice versa if they're yours if you're you know wanting to actually target somebody that a client or whatever you you you intentionally go and connect with them so here's here's sort of one spin on the story I think one one one of the spence of the story for me would be less it's more that too to say um authentic voice too yes he's like yeah yeah uh be careful with the word authentic I think we've reached critical mass and the use of the worth of authentic right now maybe we should genuine voice do you go genuine was wonderful um so less is more and then in the outline of the topic what I sort of would be spinning is along the lines off saying because it has to be attention grabbing the pitch right? So I would say three things every every business owner can do to teo organize them in a box okay and then I would just go through you know, one genuine connections determine what what ends up in spam or in your mailbox and the second one could be why less you know white, white, white fewer howto have fewer more meaningful connections be two more business it's actually not a bad subtitle how few are more meaningful connections can lead to better at two more business and then you just have to apply your secret sauce and come up with the three points and so what you do is sort of when you have the core of the pitch but when you know sort of what it is that you trying to convey then you keep changing the headline and you keep playing with the points with it with the three different points in there so that's a format that all the pitches goes has the very short headline then it has such and such expert gen baptist shows demonstrates to your audience how to blah, blah, blah. Ok, a nationally known expert, uh, cut through the clutter expert cut through the noise expert jen baptist talks about how to I have more meaningful how fewer more meaningful connections can lead to more business. She does this by one to three to book jen for your next radio or television show. Please contact so and so and so and so that's. All it means to have. And then at the very end, it just needs to say, uh, jan baptist is and if you put that block back in, ok. That's a pitch. Perfect. Okay, excellently. Thank you. So, did you guys did that help you a little bit to see how we were working with that? Yes, the chat rooms. They're quiet. If it ticked, tio check in and also is just thinking myself like it. Just it it's. So cool to see you break down these what can seem like how am I going to do that? Um, but t you break that down for a particular scenario. Makes it feel more doable, right? I have not invented here. Makes it feel more doable for for all of us, all right? Well and you know what also really helps us bring the workbook back in here the workbook is really designed and I'm just going to show you this for those of you who have not gotten why not? You know I really designed in such a way that it is broken down so what I was just doing what jin really is in the workbook so all you have to do is follow these outlines in the formulas and it helps you to just get your head around on what that is so if you haven't gotten the workbook thiss is this is is the moment to get the workbook because we are about right after we're ending the segment which we're doing in just a few moments we are going back into the next segment which is our closing segment where we putting it all together and we'll talk about this in just just a minute then here is one more wonderful testimonial I have had the power of testimonials I am just doing it one after another this's christine boeri ah wonderful a phenomenal woman who actually traveled all the way from europe to take one of my life workshops in austin, texas where I did meet clint and she she says I'm literally hypno hypnotized by the women's code I'm so relieved knowing that I'm not deranged or selfish whore pad mother because I've decided to take the lead in my own life thank you. Everything you say is so right. And for those of you who have not seen me talk about it, it is all part ofthe the women's code for all the overwhelmed, unbalanced women that are seeking a little bit more sanity, here's, the women's code. I know, jen, you have had it read it. You're, you're a fan, and it is a good book. So, you know, consider, consider getting that no hard sale on that.

Class Description

After years of effort, you have mastered your craft. All that hard-earned wisdom and expertise should be shared with others, not only to raise the bar in your niche but also to establish your own credibility with clients and customers. Business expert and entrepreneur Beate Chelette is just the person to show you how to do it. 

Beate is a respected speaker, career coach, serial entrepreneur, and author of Happy Woman Happy World. In Building Your Authority Platform, Beate will show you exactly what it takes to become a thought leader in your own creative niche.  

In this class, you will learn strategies for growing your reputation and influence within your sphere of expertise. 

You’ll learn how to: 

  • Create and tell your personal brand story 
  • Find the perfect platforms to connect with your ideal audience 
  • Share the right amount of information on social and through whitepapers 
  • Get and leverage social proof through referrals and testimonials 

It's a challenge at any stage of your business to balance doing the work itself with building influence and attracting new customers and clients. In this class, you’ll learn practical ways to share your insights effectively without wasting valuable time. 

Great leaders are made, not born. Learn specific, actionable techniques for sharing your wisdom with others and building your professional reputation in Building Your Authority Platform.



Beate Chelette delivered so much value with so much style and grace that it was a "no-brainer" decision on the 2nd day -- I needed to own "Grow Your Business as the Authority In Your Space"! This is material I can really go back to and mine for nuggets over and over -- PLUS, I can't wait to get a closer look at the workbook (and start trying out the exercises of course!). Beate's surprisingly broad expertise coupled with her polish and professionalism made each day's programming a true joy to watch. She is a wonderful role model for all of us nascent women entrepreneurs -- and obviously, men will find her lessons just as empowering. Thank you, CreativeLive and a special thank you to Beate Chelette!


Outstanding lessons and advice on how to make your sales become real. The advice on how to link yourself to others via Linked-In is compelling and easy to begin. I like her advice about doing at least 1 thing every day for your business. Barry L Walton

Amy Fletcher

I love this course and dip back into it frequently. I would highly recommend this course to entry-level and mid-career academics, particularly women. More courses please from Beate Chelette! Cheers, Amy