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Lesson 10 from: Smart PR for Artists & Entrepreneurs

Ryan Holiday

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Lesson Info

10. Introduction

Lesson Info


So what did you guys think of yesterday? Was there anything that stuck in your minds that we should talk about review? I saw a lot of great conversations happening during breakfast this morning, so I'm sure there are a lot of takeaways that would like to begin and share some key takeaways free for you sure, I'll start the I guess the one thing I was thinking about was how much I do need to change things for when I'm talking to a reporter versus by customers, right? Because my people who buy our food get it immediately and they're like, thank god this is awesome, right? But that may not always be something that a reporter can turn into, you know, a compelling story so right? And those so you always have multiple audiences that somebody think about, and even within those audiences, they're different groups, right? So the way you would talk to a business reporter would be different than the way you would talk to a local reporter should be different than how you would talk to a blogger. An...

d so you always want you want to understand your message so well and understand the people that you're talking to so well that you can you can change and sort of fluidly adapt to whatever that situation is um yeah, along the same lines, I think really going deep into the structure of both creating that headline helping create that headline and then also having that narrative of the beginning the middle in the end right on dh just being so succinct I know that I can talk for mostly about the thing that I'm doing and eventually help you kind of get there but just having that perspective teo really back and was really helpful. So yes, I think it's sort of the empathy there, which is the person you're talking to his busy they don't care about it as much as you and you have to teach them why they care you have to find some sort of thing within them that you can connect your thing tio yeah, it was really good and then I will say the other thing was having my team back at home watching live they were taking some of the tips and techniques like I said, we launched that glass thing and one of the one of the things that they did got in front of the seattle p I so they wrote about it I got that e mail when I was leaving. So nice success. So I'd say it was one of the anecdotes you gave yesterday about reverse engineering, other people's success so you gave the story about, you know, you had a successful book launch and several people came to you and sort of said, well, I noticed that a b and c person really helped you out and it's similar in the food community and that it's a very small community and generally to the extent that people are friendly with one another, they're happy to do the same kinds of things and so rather than get b buckle down by oh my gosh, how am I going to figure this out? Just look at some of the chefs that we've really admired and have done very well on the pr in reverse engineering what they're doing yeah, and I think those sources or reporters are going to be much more receptive to your message having been introduced to someone who they been introduced by someone they trust or says like, look, listen to this person she's not going to bother you with with stuff that doesn't it's a waste of your time and so I went, I went through your websites uh when I was sitting in the green room and I think I'm gonna come back too, because I think you're really underselling what you're doing it's fascinating and my first reaction having her your description of all this thing and so this is sort of marketing's or not marketing, but what do you think that would cost? What does everyone think that would cost? Not enough right it's like what is a piece of wood like that cost like twenty bucks on your on your website today but not tomorrow right? Your price is need to go with because that that's a marketing decision too because you're signaling that it's valuable and that it's it's sort of aspirational and it's I don't believe you that your story is so awesome and cool if your product is selling at such a low sort of disposable price like and you keep telling everyone that you're audiences for for we're sorry your customers are wood carvers but some of it just seems like art pieces that you could have in your house if you have customers like that yeah, absolutely I mean, I've had our customers have been both woodworkers that want to actually make something out of it, but we've also had we've also had I don't know if it's fifty percent but it actually has been a certain percentage of our customers have been people that are just they just appreciate just appreciate it yeah, I mean and we've had I've actually so sent a couple piece a piece of france and a piece toe um um I'm trying to remember some museum curator or something who I think I assume just was appreciative of what you just put it on your coffee table or something mike when they said that they thought that would be like a thousand bucks, that piece of wood and then they went and looked at the website were like never mind, yeah, so it's like, if you think something is to me a thousand dollars and then you go to someone's website and it's ten dollars, you're not like, wow, what a deal you're like, ok, this is this is ordinary, I'm not going to buy it, and so you want to be really you want to listen to those signals and respond and change your message accordingly? And I think that's another reason to start if you're telling me that fifty percent of your audience is not actually people who know about wood, they're just appreciating the beauty of your product, that's going to change your message in significantly, because now your assumption that I know what bristle cone is doesn't stand up because I don't I just think it's cool! So how can how can I how are you, brandon, your company to me that makes it possible for me to tell other people like, oh, this is from bone mountain bristlecone and then now someone's gonna have to say to me, what is that? But if I say it's from both mountains, bristlecone would company oh, I get it it's wood like you don't, you don't want to put that onus on people you want to take that burden from them, do you know how many trees you have to sell, like, are there only six of them that you are able to sell? Or like? How many? Because you said you can't what's a whole mountain, right? Well, my father in law has been collecting this stuff for thirty five years, and he's never found a very good market for it. So he has a heat. We have a huge collection of it. That's already. Okay, there. You know it. And, um, and but, I mean, the mountains still exists. He still has a commercial permanent. Teo. Gather it. So, um, they're not making any more of it? Certainly. Right. There's a finance supply? Absolutely. Yeah. So how much we have? You know, I mean, we have a permit to collect it. And it's it's, what he's collected is a really small proportion of what? And what is possible to collect it's such a rugged place that what is possible to collect is maybe ten percent of what's actually there, right? So most of it, most of what's there on this in this place will never be collected. But, um, it it's very finite in a way. But, you know, we have access to it. So do you know like do you know about like the history of the mountain like are there like news stories about the fire and suffer was totally like uninhabited when this I've tried I've tried to look up like exactly when the fire was we think it was in the eighteen eighties or eighteen seventies or eighteen eighties I have not been able to find like a news article about probably because it wasn't really an event probably nobody fought the fire just just happen, you know, that's interesting too, and that could be cool to include in your story not in your pitch but like right? So it's like I have this piece of wood on my coffee table and you guys come over to my house and you're like ryan, what is that? Your job as the marketer is to have given me as much information as I can to tell other people so I can sound really smart and better than everyone else that's what marketing is about it's the same thing with your tights like uh you want to tell people what they're wearing? So when someone says, wow, I really love those what tell me about them they have all that information, otherwise they're either going to make it up and it's not going to school is what you're gonna say or they're not going to say anything at all with a couple things coming in from a yeah, a lot of people are sharing their stories and how you got them thinking differently yesterday, so the rainy day store said, I have been struggling on which way to promote my ebay business, but realized that I could do the promoting of going green selling, plus sides, closing clothing that is hard to find, having a family home business and telling my story of how I started, I can relate to a multitude of customers, and I need to find those outlets for those different consumers. Um, and then hillary sawyer just kind of chimed in and said that she liked the point that you made yesterday ryan, about that you want to make sure in this attention economy that you are doing and creating things that deserve the attention, so yeah, they're they're coming in as we go to, and I think one of the things to bring up is that these messages can change and evolve. So I liked what chris was talking yesterday about, like, if your goal is to have a really professional awesome video, but you can't afford it right now, start with a an amateur video, professionalized it as you go in your business grows like so, casey, I was looking at your site, and I thought, what was interesting is that, like you're calling an uber food and then you have it like you're walking me through the process and your life pick your location but you only have one location so like maybe and I get what that you business wants to grow, but you're starting in one market like that the best way for you to do that is to really own the market that you're in now and so what are the chances that I come to uber food and then it's like oh, I'm gonna pick my location and I go this will drop down thing it's like san diego is the only option like that that's not a great experience for me it would be better if it's clear from the top that this is a thing for san diego exclusively and then you can always change it later on as you expand it's not like they're gonna be like oh this started in san diego I don't want anything to do with it, you know what I'm saying? Yeah, for sure and and right now we are only in san diego, right? You're saying eso eso brandt and and you want to think about what advantages that embracing that that local approach gives you and I think it actually it makes it easier to talk about it's sort of an exclusive name tto one market it's easier to understand like right now you're you're trying to build a national brand and on ly one market why would you do that when I build a really great local brand in a really great local market and then expand right have a quick question for you I mean of course you know, something I've been seeing a lot in the chat rooms and also here in the audience is people are thinking shucks I've missed so many opportunities but you had that experience of working with so many big name household names you know, authors etcetera but have you found it even some of these big names that we have so much respect and admiration for like no, they were at some point didn't know what they were doing either yeah looks like you've got to sell the first ten copies of your book then you sell one hundred then you sell a thousand like everyone sort of starts at nothing andi even when you're like you know when you're starting out like a sub brand or new thing it starts with zero twitter followers or zero facebook fans and everyone sort of that's why I wanted to talk about the attention economy earlier which is everyone is sort of equally vulnerable and exposed and having to fight for this finite share of attention so we're all having to do interesting things and you're the good news is that you have an equal shot as all these people the bad news is like it's. Not just gonna happen for you've got it, actually gotta take it.

Class Materials

bonus material with purchase

HARO Case Study.pdf
Ryan Holiday Recommended Reading List.pdf
Tucker Max Planned Parenthood Case Study.pdf
Tucker Max Twitter Case Study.pdf
How to Pitch Haro.pdf
How to get on Blog Radar.pdf

bonus material with enrollment

Brendan Gahan Bio.pdf
Chris Johnson Bio.pdf
David Thier Bio.pdf
Joey Roth Bio.pdf

Ratings and Reviews

a Creativelive Student

I would highly recommend this course. Ryan's insights and experience give a wealth of information here. He gives really practical tips on how to get yourself, your services or product seen in fun and original ways. The advice he gives to the audience members is superb and his guests give wonderful insights too.

a Creativelive Student

Absolutely brilliant course. Very informative and Ryan's words and concepts are highly motivational. There is a great diversity of the businesses that took part in the studio audience and Ryan and his guests do a wonderful job of deconstructing the companies image and give them great new perspectives. This course has removed a lot of the intimidation of approaching blogs and websites about your service or product. Highly recommended!

Aleksandr Staprans

I've been following Ryan Holiday for awhile and have loved his books. This class is a fantastic addition to any marketers self-education toolkit. Ryan provides clear information and, better yet, it is really enjoyable to watch!

Student Work