Episode 311: Mickie Kennedy part 2

links:
ereleases.com

Summary
Sam and Mickie discussed the importance of finding a unique selling proposition (USP) in business and how to strengthen and expand it. Mickie shared examples of companies that successfully positioned themselves as David against Goliath to get media coverage. They also talked about the benefits of getting PR and earned media articles written about a company, including building credibility and authority in the marketplace.

Key Points
• Sam wants to continue their conversation on PR and local press, as well as honing in on a unique selling proposition (0:57)

• Sam introduces Mickie's expertise in maximizing PR and attention, and they discuss how to hone a message for journalists by fulfilling a story arc and emphasizing uniqueness or a relatable personal story (3:20)

• Sam and Mickie discuss the importance of finding a unique selling proposition (USP) in business (7:47)

• Mickie shares how he discovered his USP through a marketing mastermind group and emphasizes the need to protect and build upon it (9:32)

• The conversation continues with Mickie explaining how to strengthen and expand a USP, using examples such as adding more tutorials or offering faster delivery times (13:35)

• Mickie discusses the benefits of getting PR and earned media articles written about a company, including building credibility and authority in the marketplace and using the articles as social proof to attract customers (21:18)

• Mickie shares an example of a local carpet company that struggled to find newsworthiness until they positioned themselves as David against Goliath (big box home improvement stores) and got significant media coverage as a result (24:05)

• Mickie talks about the importance of fostering relationships with new customers and providing support and resources to help them navigate their first press release. Mickie also discusses the subscription model for their service. (41:41)