Behind the Scenes: How Publicity Changed My Business

Preroll:  

Hey, Jaclyn here. Okay, before I tell you what episode of Go-To Gal it is and as always, I’m your host. I needed to pop in and let you know I have some big news. So Selena Soo, my go to publicity expert, has just released a list of over 200 media outlets that you can pitch to up your business visibility. And Go-To Gal is featured in the list. So to celebrate this really exciting news, I am giving away an invitation for one lucky person to be a guest on the Go-To Gal podcast. So yes, if you’ve ever listened to this podcast and like huh, I’d love to be on go-to gal someday. Well, here’s your opportunity, or at least one of your opportunities. When you go to jaclynmellone.com/selena or swipe up and click the link in the handy-dandy show notes there, you will get access to this free training series from Selena which I’m going through myself right now and I’ve been so inspired by. And you get this media list of over 200 places to pitch and you get entered for a chance to win a spot as a guest right here on Go-To Gal. So jaclynmellone.com/selena. Fingers crossed. And if you do this and you want to win, come over to the instagram and give me a direct message. I’m a raving fan friend and proud affiliate of Selena Soo and her program Impacting Millions. Now, if you get super inspired by this free content and training and learn a ton and eventually decide to invest in Selena’s program Impacting Millions, I might just get paid a commission for sending you her way. And if that’s the case, you can bet I’m going to spoil you with some amazing bonuses. Oh, and I’m going to be joining Impacting Millions, too. So if you’re in there, hey, we can be accountability buddies. 

All right. Now, let’s get to the episode. 

Jaclyn:

Welcome to Go-To Gal episode number 166. This is a bonus episode for you today. But I’m still giving it an episode number. And I’m super excited to be sharing some things with you and to have the tables turned a little bit today. So we have a guest today, but she’s probably more of a guest host. So today I’m joined by my friend and team member, Lisa Benavidez. Now Lisa has her own business and podcast and is brilliant at the operation side of running programs. She has been instrumental to me and my team and furnished tonight together in terms of how she’s helped us with our programs and managing multiple programs at the same time and all the things now. Today, Lisa is interviewing me. So I think I admitted this in a previous episode with my friend, Phil. But I don’t know, I love doing solos. When I’m in that solo episode for this podcast. When I’m in the right frame of mind. But sometimes there’s not a lot of free hours in the day and my head is just not clear enough to have a coherent monologue for you. However, when I show up to my group coaching calls, or my client calls, or podcast interviews, I don’t have to have that perfectly clear frame of mind. I can just talk and that comes naturally to me and whatever you want to call that. Now maybe it’s not my best always, but hey, it just always gets for whatever the reason. Responding to those of you who are into human design, yes, I am a generator. So maybe it is just me that is designed to respond. But for whatever it is responding is so much easier to me, then carrying that all myself. Now, if you’ve listened to my solos, you know that I can get into that flow. And I have a lot of fun with it. But sometimes it’s hard to find that time and energetically get my mind in that right space. 

So that said, there was so much that I want to share with you about how media and visibility and just thinking bigger has impacted my business and led to things that I never could have predicted. And I’ve been having some of those conversations with people in my life and people on my team. And that naturally came up with Lisa. And Lisa has so many amazing questions. I’m like, maybe, you can interview me on my own podcast. Is that weird? I don’t really care. Let’s do it. Thankfully, she said yes. And she’s incredible. And I’m so glad that we did the conversation this way because Lisa was able to, by sharing her own thoughts and ideas and what stood out to her and questions she’s had and struggles she’s had, it pulled things out of me that I don’t know if that would have happened. I know it wouldn’t have happened if it was just me talking to myself. So I’m so grateful for her having this conversation and taking over the reign as hosts here at Go-To Gal for today. So yeah, today, how do I say, as always, I’m your host, but today it’s not as always. I’m not your host. I don’t know. It’s awkward. But today, I’m not your host today, Lisa’s your host and she’s not gonna be as always. But maybe I think I’m gonna have her back if she’ll come back because this was a lot of fun. That said, we covered a lot. And I’m excited for you to hear some of these stories that I haven’t had a chance to share on the podcast yet. And connect some dots that, I’m such a verbal processor that even just through talking to Lisa today, I like oh, okay, like I hadn’t even connected some of these dots. So it got me really excited about thinking bigger for myself and for you. So that said, let’s dive right on into it. This is Lisa and I talking about my experience and journey with media publicity, visibility, mindset, all of those things. Let’s dive in. 

Lisa, thank you for taking the time to interview me on my own show here. I really appreciate it. 

Lisa Benavidez  

Yeah, I was so excited. This is gonna be awesome and I can’t wait for myself. So thank you for asking me to do this. 

Jaclyn Mellone  

The tables have turned? 

Lisa Benavidez  

Yeah, totally. So before we get into the nitty-gritty, one thing that I really want to know is how you look at what publicity and media actually is. Because I feel like there’s so many various definitions of it and different even platforms so to speak. So how would you tell somebody what publicity actually is?

Jaclyn Mellone  

That is a really good question. And I don’t have a Webster’s dictionary definition for you. But what I will say is the way I think of it is bigger than just publicity or media. In fact, if we go to my authority, the ARMOR framework, that five part framework that I have, everything it takes to build authority, I put media and all of these things that go with it in the end. Category and the other people’s platforms category. So as we’re building our brand and our audience, and I’ll quickly just run through the authority armor framework, in case you haven’t heard it before Lisa or anyone listening. If you haven’t heard it before, it is the A stands for your Authority Brand. The first R stands for the Right Offer in front of the right audience. Then you have M which is for Mindset, having that authority mindset. The O is for Other People’s Platforms. That’s what we’re talking about today. And then the last R is Relationships. So all of those work together in terms of building that snowball of authority. So when I think of media and publicity, I really think of what you are doing that is outside of your own brand and business. How are you partnering with other brands, other publications, news outlets, the media, all of these things to get your message out there in a bigger way? How are you collaborating with other people who have a similar audience to that audience that your message is going to resonate with? And it’s a shortcut at a certain point, but it’s also this amplifier of your message that is something that you can do early on in your business, later on in your business all the time. It’s I think that other people’s platforms element should always be somewhere in your strategy. And I know it is for me. 

Lisa Benavidez  

Yeah, so good. I love that. And it’s so clear to me, because I think I kind of go back to feeling like it’s only TV appearances or things like that. But we have so many opportunities in this online space, especially to utilize other people’s platforms, and not only enhance what they’re sharing with their audience, but then getting your message across to more people. That’s huge.

Jaclyn Mellone  

Exactly. And I’ll just give some really clear examples in case someone’s like, okay, I came together for what you are actually talking about here. So this is yes, it can be a TV appearance, it can be a web show, it can be a newspaper, it could be an online publication, it could be a blog, in your niche. It can be a big blog, it could be a small blog. It could be doing an Instagram live with a leader in your industry. It could be a podcast. It can be being a guest expert in a mastermind or speaking in a Facebook group. So all of these things fall into that category of other people’s platforms. Someone else, whether it’s an individual, whether it’s a big brand, or whether it’s a gigantic media publication that’s been around for hundreds of years, someone else has a platform, and you’re partnering with them in some way to get in front of their audience.

Lisa Benavidez  

So good to know I feel like a huge lightbulb moment because I had these opportunities. I’m sure so many of us had not even realized it because we thought it wasn’t big enough. But there’s so many opportunities.

Jaclyn Mellone  

Okay, now. I just had a lightbulb. I love this. Oh, so I will say when it comes to mindset and with my own mindset when I was thinking, I’m not there yet and that I’m ready for the media yet. I need to just like head down hustle, and I need to get to a certain place before I’m media-worthy, or anyone’s gonna want to do these things. And I think when I had that lightbulb moment, this is what I’m making media out to be. And this is what it actually is. And this is who it’s available for and it can be available for me. Now, when I started putting those pieces together, I started remembering all of these times that I had some type of exposure in the media, whether it was in my business or long before. It was a funny story, I’ll tell you from long ago and the interesting thing about this is what it allowed me to do by remembering all these things. Just like, oh, okay, so I’ve already kind of done this, maybe they even realize it. What happens is when we start to think like this, and realize that we start to take this idea of media and publicity off of a pedestal, that it’s always only available to these and it’s like up on this pedestal. It’s out of reach, literally, in our minds. And when we realize that we’ve already had some type of experience with it, we’re able to relate to it in a different way and dismantle it. And by taking it off of that pedestal, it’s now available to us. So that is a huge mindset shift. Not just oh, okay, I know what it is now. But also in this mindset of yeah, this is available for me and you can relate to it because you have that experience. Maybe you’ve done a live in someone else’s Facebook group before, been a guest expert speaker before. I’ve been on a podcast before, those all count. So hopefully that opens up everyone’s mind to like, oh, okay, that’s how I can start thinking of this in a different way. 

Lisa Benavidez  

Totally. I love that. So kind of going more into what things we think we need in place. One of the other things that comes up a lot are these objections. You were talking about when I get my business to a certain point, then I can start doing this. But it kind of sounds like it’s a good thing to start doing from the get go and fine tuning it as you go. But one thing that I’ve always stayed stuck with, or I feel like I’ve had, okay again, I’m already being taught something different. So I’m going to shift that mindset. But in the past, I have always felt like I had to have some rags to riches type story, in order to get into these opportunities and have publicity happen for me in a way to inspire other people so that they heard my story. And then it’s oh, well, let’s go follow her. And you’re telling me right now that that’s not even what’s needed? 

Jaclyn Mellone  

No. And I like you saying this. I feel like that was me, like I had that. This is totally me. Listen, how many of those articles have we seen of from welfare to seven figure business? Or from these rags to riches story is everywhere. And it seems the ant just keeps getting up and up. That was impressive that you went from this to that, that it just keeps getting. The more wilder and crazy the story is, that’s what people are looking for. And I don’t have that at all. And I don’t have that from my childhood. I don’t have that for my career. I left a successful career like I don’t have that crazy dramatic story of my business and I feel pretty, like ordinary.

Lisa Benavidez  

That’s definitely how I feel.

Jaclyn Mellone  

I’m so bored. There’s nothing that’s like I literally live in the town that I grew up in. I have lived here since I was five years old. And there’s nothing like living in some exotic islands that a lot of these people who are featured in the media are right and traveling the world. And yeah, people who are the moms that are home with their kids, but it’s an extreme scenario. They’re like, I don’t have any of that. So you actually have to have some really interesting stories. You’re way more interesting than I am in terms of the adventures that you and your family have. Like you have good media angles with how you do things. I don’t even have that. So this was a big fear and objection that I had. And I’m so grateful for the mentors in my life that showed me that by being more ordinary, I was actually more relatable. And that those stories, those little stories that you have, like we all have those like little moments. Those little moments of stories that so many people can resonate with and relate to by sharing that and by showcasing maybe those things that are not talked about in our enterprise that can absolutely motivate people and inspire and maybe even make more of an impact because they’re relatable. So the media isn’t always looking for sensational stories. Of course, some are. But that’s not what is necessary at all in order to put yourself out there and that they go by how exciting.

Lisa Benavidez  

I think it’s also really important to tap into what your maybe like your close friends or family members can share with you and reflect back to you. Have some of those moments or stories, like those little stories you were talking about, because it’s always hard to look internal or think about, what do I do? That’s so cool, anything like that. But if you ask other people that might spark something in you that will help you to see oh, hey, I could share that story. And let that be something that gets me some publicity.

Jaclyn Mellone  

Exactly, exactly. What I’ve also learned too, is when we start thinking about the media, we think about that big story. I have that big rags to riches. So what’s my big story? I was a telemarketer in college. And I’m like, well, maybe you say from telemarketers. What point is it now? Okay, I technically was a telemarketer, that was a really long time ago, and typically has like nothing to do with what I’m doing now. I did leave right before I started my business. I left working with my dad. I helped my dad start his business in 2004. And then I went back to working with him before I had my daughter, before we had Eleanor. And then I was there for a number of years and a lot to start my business. Kind of leaving a family business, maybe that’s something that I still haven’t told that story in the media yet. That opportunity is I guess it’s something I’ve actively pursued but it hasn’t organically come up either. And, in fact, I’ve been able to get media opportunities that are much more specific to my expertise. That has led more directly to growing my business. And I’ve also had opportunities that were not anything about my business at all. But were really cool and exciting and helped in other ways. So sometimes that big we’re trying to craft this perfect hero’s story for ourselves and we think we have to have that scripted before we go out there. But oftentimes, it’s just these little opportunities where we can either share a part of our expertise, or a part of our story, or even just something that we have some insider knowledge on to be able to help others and start putting ourselves out there in that bigger way.

Lisa Benavidez  

So exciting. I love that. 

Jaclyn Mellone  

No, I should probably elaborate that some media was good for some things and some media is good for other things. And with that, I think it’s important to think about when we’re doing these things, to leverage other people’s platforms, to grow our own authority, and grow our own revenue and relationships in business, some of it is going to lead to audience growth. So those are going to be those opportunities that may not even be the biggest opportunities. Those are going to be the opportunities that are the most niche, that are the most aligned with what you’re actually doing in your business. So yes, maybe it’s speaking to a big audience there, but likely it’s speaking to a targeted audience. So those audience building opportunities are going to be speaking to that targeted audience. Now, there’s other media opportunities that can be good for building your portfolio, if you will, of the media. So media leads to media. Those opportunities may not directly lead to the audience growth, or even the clients that those other more niche specific opportunities as well. They do in an indirect way. So other media opportunities, those ones that don’t directly maybe lead to that same size of audience growth, or those new warm leaves that are likely going to turn into customers or clients or at least gotten their email list. Why would we go after those other opportunities if there isn’t that direct correlation? 

For me, the way I look at it is those opportunities that don’t lead directly into my sales funnels, quote-unquote, those ones are still good because they’re great authority builders with my existing audience. And they’re almost like this media resume builder. Selena Soo mentioned this on her episode number 163, so if you want to hear more about this, and you haven’t listened to Selena Soo’s episode, definitely go back and listen, but she mentioned is like, if Oprah was looking for someone with your expertise, and her team Google’s you, what are they going to find? What is your body of work? And if there was an opportunity for me to go on to today’s show, and I had never been on TV before, they’re not gonna put me on the Today Show. So those stair stepping opportunities to show I can get in front of the camera, I can be on TV, if that is something that you ultimately want to do. You can just go from nothing to today’s show. You need to show that you can be on TV and you do that by starting local other places. So I actually haven’t been on TV locally but I was able to, I haven’t actually touched locally, it was a tricky question. And this is why I’m focused on the media now. So media has been so instrumental in my growth in the business growth, brand growth podcast for all of that right over the number of years. But I know there’s so much more available for me and for Go-To Gal and I haven’t put that focus, that time, and energy to go to that next level with it. 

That’s why I’m joining in this round of Impacting Millions. That’s why this is a focus for me now, because I know there’s that opportunity there. I’ve had enough of a taste of it to see that this is gonna be the thing. I just need to focus on it. I didn’t even pitched anywhere locally where I live, but I did have an opportunity to pitch in the DC area. And so my first real TV show that I was on the Restore real time, I say real because I was out in a very indirect way back in 2004. I can tell you that if we have time but with this was an intentional opportunity that I pitched. But what I didn’t know when they invited me to come on was that Macy Gray was going to be there at the same time. So that was amazing. I got to see Macy and Macy and I had a common problem. The same struggle, which is hilarious. So here I am my first real time going on TV to share some tips and a morning show and may save as on before me. So I’m sitting there kind of bleachers, on the side of the studio, watching her interview, and she’s telling the story. I’m looking at her, she looked great. I never would have known anything. And she was like, well, I had packed all of my belongings in this backpack to come here. And then my shampoo exploded. And she had to wear the outfit she was traveling in. And she was laughing about it. And I was trying so hard to keep red, and my whole body was shaking. I am one of those people that I get nervous laughter and I can’t turn it off. What are the odds, the same thing happened to me. Same exact problem. I had this dress that I planned on wearing. And I got in like 10 o’clock at night. I’d come from Charlotte actually. And I planned it where I was on my way home, I just planned to fly into the DC area. I figured I’d get up the next morning, do this morning show and then go home. And so, I got in really late at night. And by the time I got to my hotel room and realized that my dress was completely ruined from hair products that just even imagined the bag. And then I had to be there the next morning like 7:30 in the morning. I mean, there was no margin for error. I don’t even think there was like a Walmart where I was. There was nothing. And so I just ironed the dress that I had worn the day before traveling, what else am I going to do? And so, what are the odds that Macy and I have the same. What is happening in the universe. The shampoo bottles are just exploding and putting us on TV and random clothes. 

But it’s funny in that moment, I felt much more like okay, like Macy’s got this, I got this, we can do this. But that opportunity was now I did put my title as my podcast, right it was put a host of Go-To Gal on there. But it really wasn’t even talking about anything related to my business. I was giving mindset tips for moms and starting the school year, because that was the angle I knew I could pitch and that it was a time of year where TV stations were looking for tips on back-to-school and my mindset. So that’s likeable in this and a morning show often isn’t going to cover business. It was not directly related to my business at all. But it was a great opportunity. And it got me on air, it got me to have this really cool, breezy gray moment that I’ll never forget. And what’s funny is months later, I found out that one of my clients had seen that zombie share on social but I was on that show and was wow, look at her, getting on TV, going for it. And I was selling my course best month ever at the $97 course around the same time. And she was. I want to see what’s going on here. And so she joined that course and had her best month ever and then became a one-on-one client. So it’s funny how things happen like that. And then later on was an affiliate for me and all these things. So it’s funny how you get this ripple effect and who knows how many other stories are like that from that one event or from all of these things cumulatively that I’ve done. There’s always those stories, but it was a totally random TV appearance that had nothing to do at all with my business, but was still able to impact my business in a different way.

Lisa Benavidez  

That’s so cool and couldn’t let me and Macy Gray have in common a really cool angle and story to share somewhere for publicity.

Jaclyn Mellone  

Maximize it more. Real quick, I’ll tell you just because I mentioned it. Back when I was 19, maybe 20 years old, I had gone to an event with my dad talking about this big decision. I won’t even get into it because I don’t want to make it a long story. But this big decision that was happening regarding a bus terminal here in Rochester, New York, and I had never been on the RTS buses before. But it was something my dad felt it’s important for us to go to you. And you get there and there’s hundreds of people in this room and everyone is putting their name down to get up and talk. And my dad was okay, put your name down. I’m like what are you saying about this? I don’t even know him about the bus. I don’t have an opinion about the bus. Put your name, you just see what other people say. And then, you’ll come up with something. I owe so much to my dad. My dad is my first mentor and constantly puts me in these situations that just challenge me. So I put my name on the list and a bowl of the people. I mean, it’s probably 600 people in this room. Of all the people, they called me up first. First thing, what are the odds of this? So they called me up first, I got a fair. I don’t even know. I have no idea the words that came out of my mouth. But at the time I was a telemarketer. I was in college and the telemarketing company and a lot of the people, I was a manager there and then a lot of the people on my team were taking the bus. I was able to somehow relate a story to them and just you go from what you know, and put some pieces together. And I did it and just sigh relief, go sit down, get it over with.

Well, that night we went home, and wouldn’t you know, the news that night out of all the people that got up and stuff. They took my clip and replayed it over and over again, all night long. I’m dying, but it’s funny looking back. And that was one of those stories that when asked okay, I’ve been on TV before. I didn’t plan on being on TV. Nothing about what I was talking about when I was chosen to be on TV, but I did it. And okay, if this can be available for 19 year old Jaclyn who has no idea what she’s even talking about, maybe now as a grown woman, as a business owner, and someone who has speaking experience, and when we’re talking about topics I want to be talking about, I’ll be confident about talking it. I can show up on my own terms and go after these again. So is thinking about things like that and I realized that’s probably a pretty out of the box story that most people don’t have, that everyone has their own strange things that have happened in their past. And when you start thinking about that, even if it’s not related to your business, it’s okay, well, that’s TV, sometimes not even just TV,  media in general, they’re not always looking for that most expert expert. It’s just sometimes it’s someone with a fresh idea, or a different perspective, or a different background. And sure, sometimes it is the rags to riches.

Lisa Benavidez  

Yeah, just saying something in a different way or with a different angle than it’s been said before. I love that. You’ve been using publicity, though for a few years in your business now, the business you had before this. So I know I feel like you’ve kind of shared why you use it, because obviously it works, but can you tell us a little bit more about why it works and how it’s helped you grow your business?

Jaclyn Mellone  

So it’s interesting because just like you had that aha of okay, this is what the media really is. I had that realization, at some point in 2017, and what I realized was okay, I have been doing podcast interviews for two and a half years now. I’ve had a podcast where I started my podcast in November of 2015. So I have had a podcast for a number of years, and I’ve been on seminars, I’ve been a guest speaker. So a lot of these opportunities that I just hadn’t put in that bucket of media and publicity. And I just was thinking of them as not all together. So I had those and actually had realized another opportunity from early in my career. I started my first business back in 2005, when I was graduating college, and it was a sticky story. So I won’t get into all the details. But I think that actually played a part in why I avoided bigger media for a while, totally unconsciously. And what happened is we had this new business. I had a number of partners in the business and we were really excited and we didn’t waste any time in trying to get media and partnerships. And we ended up getting ourselves on the cover of the business section of the democrat and chronicle here in Rochester. It was exciting and we had t-shirts with our brand name on the logo and everything design logo and it’s all exciting via t-shirts for them and it was this really cool opportunity and that opened up other doors for us in the local community. And then a few months later everything fell apart with that business and there was a really sticky situation. I ended up negotiating a buyout but it was really uncomfortable and it was really a tough entry into the business world and I don’t even think I ever took the time to process it but through my entrepreneurial journey now there’s been so much personal development that’s parallel my business growth. 

And looking back, I think I had a lot of honest shame. I really went out there with this business and then I just felt like a big failure and becauseI I was so loud about it and then like crashed so hard and fast I was carrying shame around it. And so I think part of me carried that unknowingly into my business. So I started in 2015 into what is now this business but it’s evolved a lot over the past five and a half years. So I was holding myself back from those bigger opportunities and when i realized that it did feel okay well that’s silly. Let’s be proud of that 2005 jacket and going for it. We’re not always gonna have successes but that’s okay. That’s boring and that’s how we learn and grow and evolve our business. So once I really came to terms with that story and kind of rewrote that script in my head that I didn’t even realize was there, that really freed me to go after bigger opportunities. Okay so that means, this is available for me, I can do this. I had to really find my footing. 

So this whole concept of these opportunities are going to help you grow your audience and lead to clients and some are going to help you build authority with your audience which that scenario that I mentioned before could lead to clients.  That person is already following you but maybe not directly led to clients from somebody watching that morning show that day. That was not something that I learned in a course or someone sat down and told me before I started going after the media. That was something I kind of figured out as i was doing it and realizing, okay this is interesting. I got mentioned in this reader’s digest article and all of these people in my life and this is the biggest deal ever and we’re gonna do anything for my business. But it’s fun and now i can put that logo on my site and it’s a really great backlink. So my website itself is building authority by having reader’s digest links to me. So things like that where it’s like okay that helps my website, that helps with some logos on the site, but how that does make an impression with particularly my grandma was really impressed with that. Whatever that’s.  So you start to realize how many of those do I really need before it’s probably not that worthwhile to spend your whole day getting emails from something like a hero, help a reporter out, where you’re able to pitch these sites and get mentions and sure it can be great for backlinks. 

But how many of those do you need? Or it can be great to get a logo to put on your site but how many of those do you really need. So it really is about being strategic and okay. Maybe some of those opportunities aren’t so bad, what are the opportunities that are going to move the needle, the opportunities for now, and the opportunities for later. So for me podcasted guesting has always been something I can directly see those results from. One, podcast listeners love listening to podcasts. We already established that because they’re listening to someone else’s podcast. So it’s going to help grow my podcast and people are spending a lot of time with you. Right now, you’re spending a lot of time listening to my stories. Now this is my own podcast, it’s different when you’re a guest on someone else’s show. That new audience is really getting to know you much more than they ever can from you just having a quote than article right so you start to look at these opportunities in different ways. So me writing a blog for a niche site in my industry, me writing a blog post, I’m going to get that backlink. I’m gonna be able to put my freebie there and they already have a built in audience that my ideal clients. So I’m really getting in front of that audience there. 

With the podcast experiences absolutely, I’m very intentional about the podcast that I’m on and strategic in those conversations and how I have them and where I lead people to them from. So that leads directly to sales in my business. Now I don’t like to just look at stuff in terms of revenue. I could go through every single, oh, this led to this, this slide to this, right? So a lot of these opportunities where I’m doing something that is in my industry. So it’s whether it’s guest expert session, writing something, featured in an article, certainly, profile and Forbes or the podcast mentioned there, or any of that certainly helps. But it’s not just about revenue, it’s also about these other things. It’s also about that element of authority that’s going to help not just with the people who are following you, but with those other opportunities that can come. Maybe someone’s going to read that article and then they’re going to ask me to come speak at their event which has happened, or come on their podcast and be a guest, which has happened.  

So sometimes it’s building authority with those other influencers, leaders in our industry, and then seeing oh, wow, this is your thing. And you’re out there and talking about it. And I want someone to talk about that to my audience. So now you’re in my go-to gal. That’s really claiming that go-to gal status on a topic. so early? Yes, it helps with your own audience. But if you don’t have a big audience right now, okay, let’s not worry about them. Who else is paying attention? Who’s podcast you wanna go out on? Whose event do you want to speak at? Who do you want to be jumping in the clubhouse and rooms, but those people are noticing. So it really helps with that. And then with the way that I do things, it also really helps with relationship building. So every time I’m on a podcast, I’m getting to know the hosts of the podcast. That’s a new relationship that I’m building and nurturing. And sometimes the relationship starts at that opportunity. Sometimes it starts with us being featured in an article together or other times, I’m writing an article and I’ll mention the person I want to connect with them. You’re gonna do all the inside secrets here. But there’s things that you can do just opening up those doors that may feel like you don’t even have the opportunity. Like someone else has to open the door for you. But when you start to really think about your own visibility as something that you have control over, this wasn’t thinking this was something that needed to be said in this episode. But now that we’re here, I do. And I think from the outside, it seems like the media is something that just happens to people. And they’re the lucky, they’re the chosen ones. And they have done enough hard work where they have earned it. And honestly, and people with the best of intentions, every time I have come up, they’re like, you work so hard, you’ve earned it. And I know it comes in such a good place. Well, thank you, I appreciate that. But also, there are so many other people who work so hard. I have just as much right to earn something like this as I do. That’s not how the media works, necessarily fact. If you’re always hustling with your head down behind the scenes, who’s gonna even know, who’s gonna even know that you’re doing that to retrieve somewhere. 

So taking this idea that the media is something that just happens and starting to realize oh, wait, so this is something I can go after, intentionally. And that doesn’t make me a bad person for wanting the media. In fact, I’m realizing this something that can help my business in ways that just doing the same thing I’m always doing and working harder and longer and spending more time in years and hoping that’s going to be the thing that’s one day exponentially going to grow my business, likely not how it’s gonna work, right? You need that extra element, something else in the mix. They’re yes, do your thing. But let’s make sure people outside of the people, you’re always talking to know how amazing you are at that thing. And so when you start to realize that these are opportunities that you can create for yourself, and that you can decide to put yourself out there in this bigger way, and you can build relationships, and it can be fun, and it can be genuine, and you can be helping more people by taking that leap, that’s such a game changer.

Lisa Benavidez  

I have chills, Jaclyn. I feel I’ve been such a fan of yours for a long time before Go-To Gal. I found you on Instagram back in those naptime hustle days. So now we get to work together and I just love everything you do. So it’s like total fangirling over here. And I know that happens to a lot of people, probably that are listening today and just in general, we look to those people that we are inspired by and motivated by and feel like I wish I could do that someday. And I feel like you’ve really broken it down. And I have like three things that I’m getting out of this. Starting small And learning as you go is really important. But start is the key word there. Opportunities are everywhere. And it may not be only revenue, like you said or getting clients but it’s really about the authority and the relationships that you’re building and being able to expand on is really important. And then I love what you said about this ripple effect. That’s huge and I think we sometimes underestimate what one small action that doesn’t even feel like a big deal can actually turn into if we actually show up for that opportunity and do it instead of hiding, playing small, and not doing anything. And I know that there are so many people out there with businesses and missions and a desire to do something big. Even if it’s not big like worldly big, just something big for themselves that is feeling like they can’t do it yet. Because they don’t have these stories. They don’t have whatever it is that they feel they need before they can step into this. So I feel like you’ve really opened the door to a possibility that so many of us have held back on for so long. So thank you for that.

Jaclyn Mellone  

Oh, thank you for reflecting that back to me. This is one of those things, once I get going, I like you just talking about this all day. There’s so many different angles to this. But I do think from the outside, people think this thing that happens, and then that’s it. But if we’re smart and intentional about how we’re doing things, we know the types of things we can or we can’t learn, right? Partnering with a mentor who’s going to be able to show these are the steps you want to take, I don’t have big plans for TV right now in my business. But doing TV and having some of these opportunities with TV has been important to me, because I know that is something that I want available as the business grows, right? And I really struggled with whether I should lose weight before I get on TV, and I don’t need to look a certain way to get on TV. And when I reframe that to be if one of my clients was trying to tell me that they wanted to go on or that they didn’t want to go on TV because of their weight, well, what are you saying to them? And I’m no, it means so much more for me to put myself out there for those opportunities to speak or get on TV or things like that. Maybe I had mindset issues around to model that as no, maybe I think people that are on TV always look a certain way, because those are the people that are always on TV. But I am able to be that person on TV and model that that’s not always how that person is gonna look. Then I’m able to inspire a whole other group of women, just by literally being there not even with the words that I’m saying just by my presence and showing that I’m able to change that narrative. And that really inspires you when you start thinking about impact and showing up in a bigger way. 

There’s a lot that can happen here. But I’m not a very linear or analytical person. And I know a lot of our listeners are, and there’s nothing wrong with that. I think that’s so smart. And I surround myself with people like that because that’s not me. And I know, I need people like that around me to make sure that we run a business properly. But sometimes when it comes to these opportunities, it’s not just about like this. This is my conversion and we have to kind of take a step back from all those numbers and tracking and predictability and say, humans are humans, and the person who’s writing that article at Forbes is a person. And the person who is on the podcast you want to be on that host is a person. And when they want to have an expert on their show on a topic, they’re not going to go and research who all of the experts are on that topic and take a chance on someone. They might go to the person who was the best pitch, who got on their radar. They might go to the person in their community, they might go to the person on their team, they might go to the referral from someone in their network. 

There’s many different ways that you can get on that person’s radar outside of just pitching and a really good pitch can help you get on their radar. But if you don’t even pitch, if you don’t even put your metaphorical hat in the ring, how are they going to know? How are they going to know that you’re even there? So really looking at this as okay, maybe this is not the thing that I can totally predict or measure, although there are elements of what you can do to measure if you want to geek out on UTM and all that Jazz have at it. If you have no idea what I’m talking about, do not worry about it. An inside joke for a very like analytical subset of listeners. I do not do UTM business. On sunday, maybe I will. But it’s basically just a way that you can track where people who are clicking that link are coming from. So you can really geek out over the analytics of certain things that you’re doing. So if you want to go that level of detail and analytics, you absolutely can with media. But there’s always going to be this element of the relationships that you can’t predict, and you can’t measure. But when you put yourself out there and you take the time to build those relationships and give back along the way too.

So here’s just a very random, maybe not random example, but I was on a web show for Yahoo Finance. This was an opportunity. I don’t even know it was a couple years ago now. And someone who works at Yahoo Finance reached out to me about a new show, they actually found my podcast, and because the podcast invited me to come on the show, and I was not paid to be on the show. I was not paid. I did not pay them. And they did not pay me. And I don’t know how to say that. But there was no payment that took place. But it was an opportunity. And I knew I wanted to build my TV portfolio. And okay, well, this would be something new and different. My brother lives in Manhattan, I love going to Manhattan for different reasons. And let’s try this new thing. Well, the cool thing about this is okay, I have another TV real for a media reel that I’ll someday put together, or whatever it’s called. It was cool that at one, I really got a confidence boost from it, because it was such a different type of experience, and had for a live show. And it was talking about news, and you weren’t gonna even get the topics until that morning because it was literally like current events, and just like so outside of my comfort zone with all of that. And I love challenging myself in that way, because it is so easy to just stay in that comfort zone. But the cool thing was, the day that I was on it was right around the time. It was either the day of or just enough that it was newsworthy that Pinterest was having their IPO. And at the time, I had a client who was doing Pinterest. She was a Pinterest manager and strategist. So during it, I was able to shout her out on the show and mentioned her and what she did, and where I’d gotten some of that insight into what was going on with Pinterest. And after the show, I took the time to build a relationship with the producer who had me on at a separate time when I was in New York. We had coffee together. And after it was on the show, I actually connected her but who else are you looking for this? 

I’m connected with a lot of experts. And I was able to introduce her to a handful of other individuals who would be a good fit for the show. So I was able to help them have that opportunity. And you start to see how I’m putting myself out there and I’m able to help others get that visibility, and we will help my clients get that visibility, I’m building my portfolio with that. And who knows, I couldn’t tell you a linear thing that happened or somebody watched that show it led to this. But I know just by knowing those things, there’s a huge ripple effect that happened from that experience, that I’m not even fully aware of the impact. So it’s just kind of trust and faith that if I’m showing up and I’m doing this. Yes, some of these things, I’m going to be on that podcast, and I’m going to see hundreds of people opting in from being on it that has happened, and I’m able to track those links. But other times, I’m going to put myself out there. And I’m just going to trust that it’s making that impact.

Lisa Benavidez  

My heart is full.

Jaclyn Mellone  

I love that. Just you saying that too. It’s two times when we’re in the day to day of our business, that’s really easy to just have that day to day mindset. When we have our numbers goals, but we’ve started our business purpose. There’s a reason why we’re doing what we’re doing. And all of our purposes for our business, and our wives, and our business are going to look very different. But I think when we take that time to realign with, why are we going here also, like once you start making certain. You will pay your bills, why push for more. What is that? Why maybe you want to buy some more things, but what’s your real motivator, because at a certain point, you really need to stay connected to want to grow your business and want to keep showing up day after day. Because if you’re not, if you could just get a job and probably be a lot easier. There’s a lot that goes into it. So to really stay connected to that, impact what you really want to make. And when you kind of come up for air from that day to day and realize that I think you are saying your hardest film and like just even talking about these things reconnects me to why. This is about so much more than this or that and being able to help others see that they can make that kind of impact and that they have a message to share that they already know. Or maybe they’re going to refine or figure out or see their stories that they hadn’t even thought about for years that because like literally change somebody’s life by sharing or that one even like getting to the tactics ready that one tip, that one strategic tip that can help someone and the ripple effect that’s going to make when we stay connected to that one. I think it just completely diminishes imposter syndrome  because we’re taking that spotlight off of ourselves and really shining it on the people who we’re here to help and serve. And to just fill up the cup. It’s like let’s get to work. Let’s do this. And yes, it’s helping with all these things. And I truly believe in this ripple effect phenomenon. And that seems for myself time and time again, but it just adds this extra element to our work that is worthwhile and it does pay off. But it pays off in so many more ways than just financial.

Lisa Benavidez  

I love it. It’s really about all of us winning together growing together and impacting together. 100% so good. You’re incredible, Jaclyn.

Jaclyn Mellone  

Oh, I’m so inspired talking to you. We need to do this more. I was thinking about doing this episode as a solo episode. But I knew that there was a lot that I wanted to share, I wasn’t quite sure how to string it all together. And I thought a conversation like this, and especially knowing where you are in your business, Lisa, and what’s on your mind was maybe going after some visibility. It’s gonna be a great conversation to have and one that we probably could have had privately. But I’m so glad that we’re able to share this with other people that might be thinking about these things, too. 

Lisa Benavidez  

Absolutely. I can’t keep it to myself. I need that ripple effect.

Jaclyn Mellone  

Yes. I cannot thank you enough for having this conversation with me. And I feel this like a walk down memory lane telling all these stories and what not. But in telling them I feel like I’m connecting dots that I hadn’t even connected before. I’m a versatile verbal processor. And hopefully, those dots are inspiring you and anyone listening is I can start to see how this can all look together. Now, I mentioned earlier in this conversation that I realized that I could be going bigger with what I’m doing right now. And while I’m not at that place where I was back in 2017, when I realized I was really playing small and I needed to really shake things up and rethink my whole mindset and strategy and everything. While I don’t think I’m playing small right now, I realized for where I am, I’m not playing every level you’re going to re-adjust. And I think that’s an important thing to remember and looking at okay, I’ve had these opportunities, but what am I listed on the table here. And what are my goals, my goals for the business, the brands, my goals for the impact I want to make and what comes next so throughout the years.

Selena Soo has been one of my media mentors, she was one of our first people ever, the Go-To Gal podcast, and then we had her back just this year on episode 163. And she has a free video series that’s out right now. When I started watching this video series, I already knew I was going to impact millions this year. And I already knew I was going to be an affiliate for her program. So this was not like out of the blue. It was much like this is very straightforward. But even still, what’s this video about? So I wasn’t really expecting to feel something from it, if that makes sense. Like I already had made up my mind, I need to be really focusing on this. But when I started watching that video, I just it hit me and not in this triggering way as it had in the past. I feel like I was triggered with jealousy, looking at other people and comparison and why can’t I be doing that? And realizing because I can be doing that. And I’m not right. I wasn’t like that, it was this like feeling called to something bigger. And it was so inspiring. And I feel like I had this little spark of I need to be going for more. And then after watching Selena, I’m not going to try to sing Hamilton because I can’t actually sing but I’m, yes, she’s like creating this spark into a flame. And I just felt so lit up after watching this 12 minute video and I’m, yes, Selena, you’re speaking to me. We are here for this. 

And if this conversation has inspired you at all, I would love for you to go through this video series with me, it is so incredible. And not just like in our conversation today, we’re not just talking about what you might have thought of as media. That’s exactly what the sign is talking about. It’s just showing up in a bigger way with visibility. And it’s so inspiring. Also, when you opt in, you’re gonna get access to this list of over 200 different media publications and platforms. So there’s podcasts on their websites, TV shows, and Go-To Gal is on there. So we’re very excited and celebrating that you get that whole list of places that you can be pitching to. And I feel like that helps to make it so much more tangible. These are some opportunities I can start going after whether it’s now or later. So if this is something you’re thinking about, I would love for you to come on this journey with me in this free video series. So go to jaclynmellone.com/selena. We’ll put that link in the show notes too. And you can, you’re going to do that, send me a DM on Instagram because I’d love to know if you’re going through the videos too so we can chat about it together. 

I mentioned before but I want to make clear I am an affiliate for this program. I have not taken the program myself, but I’m excited to be taking it this time around so if you do decide to join, we’ll get to go through it together. And I’m also putting together a really amazing bonus. We’re not announcing it yet, but I’m gonna really hint to you that it’s going to have something to do with that ripple effect. Gonna have something to do with how you take these visibility opportunities that come your way and put in that extra layer of intention and strategically to make sure that it is helping your business grow and your authority grow and your relationships grow, and all of these things that contribute to that ripple effect. So, jaclynmellone.com/selena, and let me know if you’re  in there too, because I would love to have you as an accountability buddy. 

Outro:

Could I just say thank you so much for listening. I don’t think I say it enough. But I love that you are here. If you enjoyed today’s episode, or if you’ve been getting value from this podcast, to do me a quick favor, head on over to iTunes and leave a rating and review. When you leave a rating and review, it basically tells iTunes that they need to spread the word and tell more people about this podcast and I am on a mission to get the word out. I’m so grateful for your support. We want to make sure to shout you out too if you do leave a rating review. Keep your eyes and ears open. We will be either shouting out on the podcast or Instagram stories.