How to Leverage Your Story in the Media, and StoryBrand Highlights

Become The Expert Highlights, Part 3:

Over the past two weeks, I’ve covered the key highlights of our recently-completed Become The Expert Masterclass. This week, I’ll summarize Module 3, which covers how to leverage your story in the media to generate more visibility and credibility, and how to build a likeminded community.

Consistency leads to results. Create an outreach cadence and a clear Call to Action (CTA) that engages the most relevant media platforms to promote your expertise and amplify your message.
Use trending news to your advantage. Take what content people are already consuming and put your own spin to it. For example, go to news.google.com and put in desirable buzzworthy keywords and see what comes up. Then link back to a relevant story with your own take.
Building a community requires building a culture – and patience! Observe what enacts the most engagement and double down. Be thoughtful, visible, and consistent.
Too often, we portray ourselves as the hero when marketing our business. Our clients don’t want that. We need to make them the hero, whereas we frame ourselves as the guide. Be Yoda, let them be Skywalker.
Simple tends to be most effective, and clarity is key. How many times do we overexplain, or provide too many options? I’ve been guilty of this too. Don’t risk your reader burning so many mental calories wondering what exactly you do or how you can specifically help them!
Identify an aspirational identity. What does your client want, who do they want to become, and what’s getting in their way? Then establish empathy and authority to prove you’re the best person to help get them there.

Top 4 Christmas Movies:

Tis the season! You don’t have to celebrate Christmas in order to appreciate a great story about it. Here are four that I look forward to seeing each year at this time:

It’s a Wonderful Life: Not just my favorite holiday movie; one of my favorites, period. The first “classic” film I recall watching, I instantly fell in love with the story of everyman George Bailey, and the impact he unknowingly made on so many lives. And remember: No man is a failure who has friends.
Love Actually: Another one that transcends the holidays for me. Perhaps my favorite British film, with a spectacular ensemble cast that hits every beat for a feel-good romantic comedy.
A Christmas Story: This one is all about nostalgia for me. A staple in my house growing up, Ralphie was someone a kid from any generation could relate to. (And the sequel that just came out nearly 40 years later was surprisingly good, too!)
Die Hard: I know there’s some controversy here but yes, it’s a Christmas movie. And arguably the greatest action movie (and franchise?) of all time.

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