Do What You Love and the Money Will Follow – Or Will It?

This is the Ignite talk that I gave at HubSpot’s INBOUND Conference:

When I was starting out a fierce, fabulous, fantastic self-made millionaire, whose opinion I really trusted, gave me some really great advice. The reason why I trusted her opinion was because that woman is my my mother. She said:

“Do what you love and the money will follow.”

It was good advice, but it wasn’t the best advice to get to a 7 figure business.

So I dove in and I started following what I was really passionate about. I started attracting great clients and began building an agency in an industry that I was really excited about. It was all going along quite well until about year six or seven when I hit what I call a money wall.

My money wall was $100,000, and I couldn’t break through this 6 figure money wall no matter what I did. Some years I would work really hard, and some years I would take time off to think through why it wasn’t working so well – and still year after year $100,000 was all I could gross.

I realized that I needed to get myself unstuck.

I started learning more about how businesses make money. I started reading business books, taking seminars, and getting some coaching.

I found out something: If money is your problem, there’s something in your blind spot, and you probably suck at one of these three things.

1. You suck at sales

2. You suck at margins – which means you don’t actually know how much to charge so that you keep a profit at the end of your deliverables

3. You suck at aligning yourself with the types of communities who will pay you said margin, and where you will have comfortable sales conversations.

Once you figure out where you suck it’s time to get help…

I highly recommend you get a thinking partner who is smart, who knows how to make money, who knows how to systematize a business, and who knows how to help you really get ahead.

I hired a few people over the years, and eventually I ended up with a CFO for hire who was amazing. She coached me through how to begin to put money in the bank. She helped me create systems for sales, for margins, and for managing my employees. Soon I began to get unstuck. I started putting money in the bank and it was really exciting.

I came to realize she was teaching me to follow the money, which is very different from following your passion. For those of you who are in a business where you’re following your passion and money is only a side effect of that – it’s really hard to begin to take this new habit in. Since you’re coming from a heart-centered place as opposed to a place that is focused solely on business, you may begin to feel uncomfortable. At this point, two enemies will pop up: You and Them.

First let’s talk about You

“You” is that little voice inside you that says; “You are not good enough,” “You are not smart enough,” “You are not pretty enough,” “You were never good at math, you don’t deserve to have this,” or whatever your nasty (inner voice) says. You need to begin to learn how quiet your nasty.

Now let’s talk about Them

“They” are the last person you had a sales call with who had an objection, or the person that left a flaming comment on your blog, or sent you an off-color tweet. You need to learn how to quiet these people as well. “They” can also be someone you are sleeping with, married to, or related to. You need to get to your place of center and balance or you won’t be able to expand.

So, now let’s have a little recap

First find your passion

Second figure out where you suck

Third hire team awesome

Fourth quiet “you” when you are being nasty and “them” when they are not supporting you

Fifth realign and prosper

One critical thing – In our society we only seem to celebrate millionaires and billionaires and people who have made quantum leaps. However, I have found after 18 years in business that

it’s not about quantum leaps.

It’s about jumping from precipice to precipice where you learn, relearn, and keep discovering and re-framing your passion.

So I want to change my mother’s paradigm and teach you this:

“Follow the money while doing what you love.”

By doing so you will have a heart-centered business that feeds your passion, that resonates around the world, and that helps you create money and happiness.

The Ripple Effect… How Your Career Is Built Online (and Off)


I’m sitting on a beach overlooking a lagoon in Mexico. I’m here celebrating my father’s 80th birthday, just me and my parents which of course has given me ample time for reflection. Today I saw something that was paradigm for how to build your online presence that will have a lasting effect on your overall career.

There is a young boy standing at the water’s edge tossing stones into the lagoon. I’m watching him as he throws lighter little stones and then larger stones And they make beautiful circular ripples.

Appreciate, Experience & Amplify

Growing your career happens by throwing hundreds of stones into the lagoon – but you must be able to appreciate, experience and amplify their ripple effect.

Sometimes the effect is large and the reverberations are bigger. Sometimes they are small and make a subtle impact.


If you are naturally ambitious, a big goal setter, or a human with the normal amount if impatience we all naturally experience, we may not stop to appreciate the subtle ripples as we continue to look into the distance and hope for the next huge reverberations

The happiest and most successful people stop to appreciate the smell of the air, the coolness of the water, the birds flying overhead, the warmth of the sun, and the color of the sky.


No matter what you may have accomplished in the “real” world it needs to be translated into a digital paradigm and in it like attracts like. So, if your online presence doesn’t match your off-line presence, it’s time to do some work.

Don’t get caught in the trap that so many do by saying to yourself, you don’t have time. It’s too late, or you “hate” Social media. No one I know actually “hates” helping or appreciating others – This is the experience of the ripple effect journey

Always keep in mind that some are large and the reverberations will be bigger. Sometimes they small and makes a subtle impact.


Here are a few things to move you ahead swiftly starting now.

Cast Your Stones & Create Your Ripples – 2 Times A Day

  • Share intimate details about things that are meaningful to you on your blog
  • Practice random act of kindness by introducing 2 people you know who will like each other, or check in with someone you have lost touch with for no other reason than to say hello.
  • Leave a thoughtful comment on an acquaintances social media, @ someone on Twitter, recommend someone on LinkedIn or thoroughly comment on Facebook

Sustain Your Impact

Count your successes by being grateful for even the tiny ones. Keep a success journal and write down the small ripples you create and their reverberations as they happen.

Keep in mind the small ripples that will make large successes over time.

For those of us who are naturally ambitious or goal setters we may not stop to appreciate the ripples as we continue to look into the distance and hope for the next huge wave instead of appreciating the smell of the air and water, the sound of the birds flying overhead, the warmth of the sun and the color of the sky.

When you look back over time you will be amazed at the way the small ripples created much larger reverberations.

Now go make a ripple.

5 Critical Things to Keep In Mind for Your Newsletter

As you might have surmised from my last blog post, I am a newsletter evangelist. This is because I have seen its effectiveness at work countless times.

I believe it is the number one thing that will help you have a leg up amongst competing brands. When approached correctly, your newsletter allows you to communicate with your followers and potential customers on your terms consistently.

If you do not already have a schedule mapped out for sending your newsletters – get your calendar out now and pencil in 12 dates – 1X per month. Once per month is not a suggestion, but a must for an effective newsletter strategy.

Now while you’re skimming your calendar for dates, keep in mind that studies show the best days to send newsletters (for the highest open rates) are Tuesdays and Wednesdays.  I have read a lot of reports that weekends are great days too (as people get less work related email on weekends), but by sending your newsletter out midweek, you’re already a step ahead!

Here are 5 critical things to keep in mind as you are crafting your newsletters:

1. Keep Your Subject Line to 55 Characters
Most email programs cut off the subject line after 55-60 characters, so keep your subject line short, crisp, and to the point. I  suggest five to six words max.

2. Don’t Hesitate to Get Personal
Saying something personal brings you closer to your followers.  As human beings, we are wired to love a good story- so tell a story!  Storytelling is a great way to veer away from sounding impersonal and sales-y.  Don’t be afraid to start your newsletter by sharing something fun and non-business related like where you went last for vacation, or the last great pizzeria you discovered.

Another thing you can do is share a photo of something you love like your adorable pet, your witty kids, your pals, or your beautiful garden.  Shining light onto others with a shoutout or an image is also a great way to get personal with your readers, and it will leave a lasting effect.

3. You Don’t Have To Have Something “Big” Coming Up To Send A Newsletter
It’s great to have something new and exciting to talk about, but let’s be honest, there are going to be months when not much is going on.  It’s okay.  It’s normal.  There are things you can do!

How about inviting everyone on your newsletter out for drinks one evening, or to join you at a special event?  Have your followers participate in a contest or a giveaway you devise. Or you can share something fun that you did recently.  Be creative!  There’s lots you can do.

4. Mailing Address & Unsubscribe Link

Know that by law you need to put your mailing address and an unsubscribe link at the bottom of each of your newsletters.  This is why services like MailChimp and ConstantContact are wonderful, because they build this in for you.  If you are uncomfortable adding your home address, open up a P.O. Box and use that.

5. Best Days to Send Your Newsletter, and Average Open Rates

You want to be smart about when you send your newsletter so that you give yourself the best chance to be seen.  The research team at Mailchimp reports that ~53% of all email is opened between Tuesday and Thursday, with the other days leveling off like a normal distribution line.  If you send your email early morning on a Tuesday, you are primed to have your newsletter waiting in your recipient’s inbox for these prime three days.

If you have have ever managed your own newsletter, and you have felt discouraged by the number of people opening your newsletter, the numbers are likely better than you think!  The industry average for open rates of small business newsletters is ~22.1%.  So if you’re feeling down that the 30% open rate seems low, you’re knocking it out of the park!  Keep it up.

Newsletters are a fundamental tool to load into your arsenal, and will have a noticeable effect on your company’s growth.  Here’s to your success!

Cyber PR’s 3 G’s – GREETING, GUTS & GETTING – How To Write An Effective Newsletter

Are you still not sending out a regular newsletter to your followers? Are you under the impression they are old school and therefore not effective?  Do you think that nobody reads them (because maybe you don’t)?

Think again!   Here is quote from the New York Times (June 2014)

“Newsletters are clicking because readers have grown tired of the endless stream of information on the Internet, and having something finite and recognizable show up in your inbox can impose order on all that chaos. In fact, the comeback of email newsletters has been covered in Fast CompanyThe Atlantic and Medium
– David Carr, The Media Equation

email is still on top when it comes to generating revenue, but you have to be strategic. You build relationships with your followers via your social networks, and you turn them into customers with your newsletter.

Let’s go through the infrastructure of an effective newsletter together.  This is a structure that I have used, and coached my clients to use for years and it works

Greeting – Be Personal

In your greeting you want to share something that is non-related to your product or services. Talk about you, something that inspired you recently or something in the news. This warms people up and like a letter connects on a human level.

Here are some suggestions to get you thinking,

• Vacation/current trip
• Something that interests you / a theme of fun, beauty, art, etc.
• Whatever you are currently reading or listening to
• The latest TV show you’re watching on Netflix or a movie you have seen

Post photos of these personal touches on your Facebook, Instagram, Twitter, Pinterest, or blog, etc.

Guts – The Body of the Newsletter

Now you can get into talking about your current project(s). Fill your followers in on what you’ve been up to. Ar Do you have an exciting announcement, a talk or workshop or panel coming up? Are you writing? Brainstorming? Fundraising? Remember people love and connect to stories, so tell them yours.

Getting – Put Readers Into Action

This is the most critical part of the newsletter as it is what you are leaving your readers with.  This section is known to marketers and savvy business people as a Call to Action or a CTA.  I have read countless newsletter that left me cold without asking me to do something. Don’t let this be you!

Examples of Calls to Action For Community Building

When you are getting started with your newsletter send a few that do not ask for money.

• Encourage them to follow you on Twitter

• Invite them to like your Facebook Fan Page

• Have them watch a video of you on YouTube and subscribe to your channel

• Give them incentive to comment on your blog

• Suggest they review you on Amazon

• Invite them out to hang with you at a bar, club, coffee house, art show, conference, etc.

• Send them a survey to fill out or a contest to participate in

Examples of Calls to Action For Money (once you’ve developed rapport)

• Invite them to an upcoming appearance

• Invite them to purchase your product online

• Direct them to your crowdfunding site

• Sell something!

There should only be one Call to Action per newsletter.

Readers will get confused and end up choosing nothing if they have more than one choice.

A Note About Subject Lines

Keep your subject line short and sweet; no more than 55 characters!

Generic comes off spammy. Studies show that including the reader’s first name in the subject line grabs their attention and increases your open rate (the amount of people who open your email).

Most newsletter management programs can easily insert first names right into the subject line. Consult with yours on how to do so.

Send Newsletters Regularly & Consistently

It’s crucial to send out your newsletter letter on a consistent basis. Give your followers the opportunity to look forward to hearing from you!

I recommend sending out your newsletter once a month. This gives you an entire month to come up with content. And keep in mind that some months may feel more exciting than others, so choosing a theme that you can thread throughout each newsletter will stop the doldrums.

Separate yourself from others who never hold themselves accountable, and stick to a consistent schedule; your fans will notice.

9 Critical Things You Should Know About Publicity Before You Make Your First Move

You have your vision and you’re eager to make that first move in the world of PR. But before I jump into what you’re here for, the nine critical things you should now about PR, we need to be sure that your ready to begin such a relationship with the media. It’s not a matter of feeling ready, it’s a matter of being ready.

Before you even begin thinking about PR, you need to have what I refer to as your social media house in order. This is your foundation. It is vital for your PR success that you have a presence sufficiently fleshed out on the internet from your website to your blog to your Twitter page. You won’t get the results you want from your PR campaign if you don’t have a strong internet presence.

With the unbelievable number of publicists flooding the inboxes of the media, you can count on the fact that these editors and writers will be checking each submission’s social media presence as a means to weed out who not to cover. As always, you want to have the edge. Having a presence doesn’t mean having more Facebook likes than everyone else. It means having consistent activity online and engaging with your fans.


Once your social media house is built and stable you can begin thinking about amassing the publicity you’re looking for.

Let’s get started!

1. What Is Publicity Exactly?

Before we delve into specifics, let’s make sure we have the basics covered. Her are some definitions of what publicity is exactly, according to the Merriam-Webster Dictionary:

Publicity – “An act or device designed to attract public interest; specifically: information with news value issued as a means of gaining public attention or support. Also: The dissemination of information or promotional material.”

I couldn’t have said it better myself. Publicity is precisely all of these things.

A publicist is hired as a member of your team to represent you to the media. Media is traditionally defined as editors and writers of newspapers, magazines, and television. More and more publicists are covering Internet PR, like my company. However, not all traditional publicists do this, so make sure to ask before you hire.

A publicist’s job is to liaise with the press. In other words, a publicist establishes working relationships between you and those in the media. You should not expect them to get you any type of specific marketing deal. Publicists don’t make sales. A savvy and well-connected publicist may be able to hook you up with above-mentioned, but it is not in his or her job description.

2.  You Are the Visionary Here

Remember, as the entrepreneur, you are the buyer, and you are shopping for PR. You’re in the driver’s seat. It’s your money and your vision that enables publicists to stay in business. You have to choose someone you like, who jives with your vision and your short-term and long-term goals. You know that everyone on your team has to be on the same page for you to advance. All too many times I’ve heard that a publicist was hired in spite of the hiring individual’s personal opinions. You should like your publicist, and they should be the right fit for you.

3.  With Publicity, You Pay for Effort – Never for Results

I’ve had many disgruntled individuals call me and say, “I hired a publicist and I only got six articles. That cost me $1,000 per article!” Unfortunately, this is not how you quantify a PR campaign. How you quantify a PR campaign is by how much buzz (i.e. Facebook activity) and feedback you are receiving during and post your PR campaign. You pay for the amount of time, effort, and consideration the publicist makes on your behalf. Now, of course, you should get some and even many results. Getting nothing is totally unacceptable. But you never know when your publicist’s efforts will show up months, and sometimes even years, after your campaign is complete. Not everyone who is going to see your Youtube video is going to view it the day you post it.

4. A PR Campaign Needs to Be Planned Well in Advance

For long-lead press (meaning, for example, magazines with national distribution like Rolling Stone), the editors put their publications to bed three full months before they are published. So, for example, if you’re launching a product in October, you must have it ready to go in July. Of course, not every PR campaign focuses on national press, but no publicist will take you on with zero lead-time, so you definitely need to prepare lead-time for every scenario.

Recommended Publicity Campaign Lead Times:

  • National Campaign – 3-4 months before the release
  • Tour Press Campaign – 4-6 weeks before the shows
  • Local Campaign – 4-6 weeks before placement
  • Online Campaign – 2-3 weeks before placement (minimum)
    • (Placement = blog article, review, podcast/radio interview, etc.)

5.  The 4 Components of a Press Kit

In today’s digital world, a thorough one page press kit consists of three parts: the bio; the photo; the articles, quotes & reviews; a downloadable or physical sample.

The Bio – Create a one-page bio that is succinct and intriguing. You have an original story; tell it! I strongly advise hiring a bio writer (this should cost between $200-$500). If you are not ready to pony up the cash, consider enlisting an outside source to help you. I find that people who are great storytellers make great bio writers.

The Photo – Arrange a photo shoot; if you take this seriously, you will benefit tremendously. Create a photo that is clear, well-shot, and attention-grabbing. If you have a friend who knows how to use PhotoShop, enlist him or her to help you do some creative and fun editing. Always utilize your resources!

The Articles, Quotes & Reviews – Getting that first article written about you can feel daunting. Two great places to start are your local hometown papers (assuming you don’t live in NYC or LA), and any relevant websites or blogs you like.

A downloadable or physical sample – if you have a producer example like an eBook or a PDF send a link so the journalists can download it! Or if you have physical examples pay close attention to the way you pack it and present it through the mail

6.  Publicity is a Marathon, Not a Sprint

There is no top 40 publicity chart. With the number of stimuli consistently coming out into the marketplace, it could take months longer than your publicity campaign runs to see results.

7.  Online Publicity Is Just as (If Not More) Important as Offline Publicity

I would argue that online PR is more important, because today’s newspaper is tomorrow’s recycling (and that’s if you even get today’s newspaper). Most articles you find in printed newspapers and magazines are just as easily accessible online. Online publicity goes up fast, and it can be around for months and sometimes for years. The internet also provides a platform for you to discuss articles in a public arena (i.e. comment sections, Twitter). More people rely on the Internet as their main source for news, so Internet placements are absolutely wonderful and totally legit, and they can help your Google rankings as well.

8.  Publicity Does Not Make Sales

If you are hiring a publicist to see a spike in your sales, I have news for you: There is absolutely no correlation between getting great PR and making sales.

PR is designed to raise awareness of you in the press, to help build and share a story, as well as build up critical acclaim. Of course, a great article can lead to sales, but this is not it’s direct and immediate purpose.

9.  All Publicity is Good Publicity

I know we have all heard the phrase “all publicity is good publicity”, but it’s beneficial to truly understand this. If one of your goals for PR is to get your name or brand out there (and this should be a goal), the truth is that the average person remembers very little of what they read. People only retain a tiny percentage of what they read. Readers and internet scrollers are not going to remember a lukewarm or mediocre review. I mean when was the last time you remembered the subject of a tepid review?

And never ever take your own PR too seriously. As my favorite artist Andy Warhol once said, “Don’t read your press; weigh it.”

Your Tribe, Your Newsletter, And Your Product Line – An Entrepreneurs Guide to Making Money

It’s a conundrum: if you’re like many hardworking and swamped entrepreneurs out there, your schedule and your brain is packed with enough stuff to do without thinking about how to actually market the stuff you do. Not to mention, many entrepreneurs dislike the idea of marketing because of the “self-promotion” factor.

However, you can’t get away from this truth: good marketing impacts your bottom line.

With your potential customers closer than ever thanks to social media, it’s essential that you consistently keep in touch with your Tribe (Read: fans, audience, followers, likers, contacts) because they are customers, or potential customers. You must do this to stay top of mind and relevant – and most importantly, profitable.

I know that it’s often outside your comfort zone or you may feel that you don’t have the time, but connecting with a newsletter is some of the best time you can spend.

Once you get what it may cost you if you don’t take this on and you may be more motivated to take these tasks on.

This is a piece from a great infographic by Placester:



Tribe Engagement Basics

Let’s step away from channels like Twitter, Facebook and all of the other overwhelming socials for a bit (as you can see, they are not where the dough is pouring in – they are extremely useful for other purposes, thats another blog for another time!) and focus on the building blocks for engagement success:

  1. Your Tribe (and what they want)
  2. Your newsletter
  3. Your product line

Breaking it Down…

lighting matches on black background.

1. Your Tribe

No amount of marketing in the world will help you if you’re not giving your fans/customers what they want.

How do you find out what they want?

You ask them.

Here’s how:

In a Newsletter: use Survey Monkey

Survey Monkey lets you run a survey on your newsletter list and ask what your fans may like to buy, learn or hear from you.

For Twitter: use Twtpoll

Use Twtpoll to send a survey via Twitter if you hae engaged followers here.

For Facebook: use Poll Daddy

Use Poll Daddy to send a poll to your Facebook or Facebook fan page! (don’t forget to invest in a “promote this post” or your followers will not see it!  Poll Daddy also works in newsletters and Twitter!

By doing this, you might discover that what your customers really want wasn’t even on your radar – but that you’re the perfect person to serve it up!

red mailbox with mails

2. Your Newsletter

Your newsletter is ideally a content-rich, valuable resource for your readers that is always moving the fact that you are an influencer forward.  “Valuable” can mean many things: your list might value concrete takeaways, or inspirational advice, or personal stories they can connect to immediately.

If you need help creating newsletters and tracking how many people open them, try or

Both will generate a customizable newsletter signup form/widget for you to install on your blog and Facebook page.

The thing that people will not value is feeling like they are being “sold” to. I’ve seen it countless times: entrepreneurs who misuse their email lists and ONLY reach out when they want you to do something or have something to sell.

Next, think about what your platform is.

What do you believe in? What do you have to say? How does it relate to what’s going on today? Do you have a response to a recent newspaper or blog article? Can you take a current event and give it a spin based on your unique perspective?

It’s key to get in the habit of using your newsletter to share and build relationships. Maybe you’re sharing a funny story, a great Instagram photo, a lesson learned, or a TED talk you found helpful or inspiring.

Whatever you choose to do content-wise, make sure your number one thought is: 

How can I help? What will they find value in, and how can I add to that in some way?

Great salespeople sell by creating relationships with their customers and knowing how to stay in their customer’s hearts and minds until that potential customer is ready to buy. So, think of your list members as your potential customers, BUT keep in mind that they are not calling you for a sales pitch (yet).

So there are some things to consider here based on looking at it in this light:

Find inspiration from other people who are influencers. Is there a video they made that motivated you? Did their book change how you think about business? Share!

9 Important Newsletter Tips to Keep in Mind

  1. Your Newsletter should be 85% content and 15% sales or marketing
  2. Create one CTA (Call To Action) for maximum effectiveness
  3. Stay the course – people trust newsletters that come regularly if there is a reason to open it
  4. Use a newsletter service like MailChimp or Constant Contact to make it easy to unsubscribe
  5. Keep it short and sweet and use minimal recognizable design
  6. Using personalization (first name) in the subject line of the receiver increases open rates by 3% according to MarketingProfs
  7. A/B Testing is highly encouraged to see what your list responds to (even if your list is small)
  8. Make sure your newsletter sign up is easily findable on your website, on your “about” or bio page and blog, and you have a juicy incentive to offer people for their email addresses
  9. Use our Cyber PR Monthly Content Calendar to come up with ideas for each month, which is a 12-month calendar of national holidays (and hundreds of offbeat holidays, and monthly themes) that can get you thinking about connecting the dots between timely content and what you have to say about it

Production Line With Boxes

3. Your Product Line

Let’s think about what you have to sell that you aren’t selling already and that your customers would appreciate. Is it monthly workshops or webinars? E-books? Weekly coaching sessions?

Whatever it is, connect those to why they are valuable for your tribe.

Do you motivate? Inspire? Kick butt?

Think carefully about what it is you are providing to your fans and why they should care.

Then, cross-promote the expertise you offer by expanding it into blog and guest post content, newsletter articles, and wherever else you are present online.

Here again, the content calendar can help spark ideas for how you can infuse your content with what’s happening monthly.

For instance, if it’s National Entrepreneur’s Day, you might write a post about ways to help entrepreneurs market better (see what I did there?).


Let’s Recap: Tribe Engagement / Marketing Basics

  • Build your email list!! Every day you need to think about whom you can get on your list

  • Provide stellar content that offers something valuable to your subscribers (consult our content calendar for ideas)

  • Communicate regularly and consistently using an email program like the ones listed above

  • ASK your subscribers what they may like to see from you (and how much they will pay for it)

  • Create products and resources to satisfy your tribe


I’d love to hear from you about what YOU do to engage, thrill, and build your tribe.



ICYMI: As alluded to above, don’t forget to download the social media content calendar!


If there is one thing I have learned about marketing it’s this: marketing feels awkward and uncomfortable.


You have great things to share, you want to share them and profit from your knowledge and expertise but somehow, the marketing part feels icky and itchy, and you just don’t have the time to commit to marketing and growing your brand. Right?

Is that really why?

I bet that is part of the reason, but here’s the REAL reason why:

There’s a little voice inside you that starts talking and she is stopping you. She is saying: Who do you think you are? You are not good enough! You don’t deserve to have fabulous clients! Everybody knows you are not going to really deliver all that you say you can!

Or: fill in the blank for what your personal inner meanie tells you.

One of the secrets to my own personal achievement has been shutting up that little voice and creating simple actions to move myself forward. I learned through lots of trial and error that the actions don’t work unless I attach a strategy for quieting the voice.

This is where mantras come in.

A mantra is a phrase (or sound or word) that you repeat when you meditate or pray.

When I grew my business from 100K to 1M it took me eight years. Yep, eight steady years of intentionally (and sometimes painfully) moving myself out of the way over and over again. During this time, I found powerful mantas to be incredibly helpful.

So, since my area of expertise is coaching people to their own online marketing greatness I have created this 8-step mantra marketing action kit for you!

Why would a marketer choose the number 8? We are supposed to stick with 5, 7 and 9s for maximum effectiveness, right? Even my book and signature system is called Music Success in 9 Weeks for goodness sakes!

A trip to revealed my answer:

“The number 8, more than any other number, puts the emphasis in the areas of career, business, finances and authority. However, as with many other single-digit numbers, the shape of the number reflects its most important attribute, and in the case of the number 8, that is, first and foremost, balance… When the 8 comes knocking, you can be assured that you will reap what you’ve sown.”

Hmmm… Coincidence that it took me eight years to build my business? I think NOT!

Meanwhile, here we go with a mantra system just for you:


How do you break through and get noticed on social media? Don’t try to get noticed. It’s all about relationships, conversation, and interaction. But it’s also about believing that you can. Behold:

Action #1: Identify Your Ideal Customer and Only Speak to Her.
Mantra: Less is More.

You’ve seen all of the numbers. There are a billion people on Facebook, and 500 million on Twitter etc. etc. The landscape is vast. Don’t even try to think you can talk to everyone.

Instead, consider the characteristics of the ideal customer you would most like to engage. What’s her name? Does she have kids? What does she like to do, eat, and read? Most importantly, what makes her tick and what objections would she have if she were buying what you have to offer? All of these questions should lead your content. Write posts and create content only to her and she will show up to read it.

Action #2: Don’t Hype.
Mantra: I am Helpful.

Sales pitches have their place and they will emerge when the time is right, however too much and your followers will tune you out.

If you are going to take the time to get it right and ultimately establish yourself as a thought leader in your niche, be genuine and share what is meaningful to you. People will connect to your passion and therefore connect with you.

Action #3: Shine a Light on Other People.
Mantra: Social Media is not a Competition.

If you are willing to lift people up in public, it shows that you are a person of integrity who is not threatened by others. Highlight other people’s ideas, successes, and talents often. Share links to great blog posts, congratulate a promotion on LinkedIn, and Tweet a fantastic quote from someone you admire (or even better from your competitors).

Action #4: Make Your Content Easy to Share.
Mantra: I Share My Knowledge & Expertise.

If you have a blog, be sure you include ReTweet, Facebook like and Google+ buttons on each post. Add social sharing tools into your newsletters so people can spread your compelling content. Make short links for people so they’re more sharable by using Always think: How can I make what I do online as viral as possible?

Action #5: Answer Everyone.
Mantra: I Care About Others.

If you don’t care about your audience, they won’t care about you. If someone comments or likes or says something thoughtful about what you’ve written or shared, take time to answer.

Everyone is important, so treat everyone that way. They will notice and your social karma and currency will rise quickly.

Action #6: Be Bold, Stay Your Course.
Mantra: I am Bold & I am Authentic.

Fitting in and neutrality defeats thought leadership. You have important things to say, do not be afraid to say them. Be you, be real, and be bold. Stand out from all the other voices and be consistent and authentic with your message.

Action #7: Invite Participation.
Mantra: My Friends Are Here to Help Me.

Have friends and colleagues who you consider whip-smart, funny, helpful and an asset to your community become part of your content contribution team. Ask her to guest post and add her own thought leadership to your conversation.

It doesn’t have to be someone with a huge social following. In fact, it’s helpful if they don’t already have a large online presence because when others Google them they will be directed to your content! So, get collaborating!

Action #8: Put Yourself Out There.
Mantra: Others Benefit Because of Me.

While building a platform you have to simultaneously do so in World 1.0 as well as on Web 2.0! Get out there and speak in public, go on TV (or make your own TV on YouTube). Use your content to eventually publish a book. Writing a book is the most amazing calling card in the world.

Download The Infographic Below

Print this out and hang it where you can see it next to your desk or bed, or on the fridge. Repeat, repeat and repeat till they sink in.

Enjoy them and please let me know how they help you!


How Do You Lead? Cyber PR’s 14 Thought Leader Archetypes [INFOGRAPHIC]

Do you wonder what kind of thought leader you are or should become in the online space? Start with asking yourself two crucial questions: what is the meaning in your work and what change do you want to make in the world? Answer these and your thought leader archetype will emerge.

More than likely, you will fall into one of the below thought leadership “types:”

(Don’t forget to download the full infographic at the very bottom of the page!)

Businessman 1

ExamplesBill Gates, Steve Jobs, Barbara Corcoran

This Is Your Archetype If…
You probably already have (or have had) an established business. This means you have a lot to say or advise from the point of view of the business leader, founder, or CEO.

Inspiring Quotes:

“Change the world, or go home.” – Bill Gates

“Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma — which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.” – Steve Jobs

“Finding opportunity is a matter of believing it’s there.” – Barbara Corcoran

Media Mogul 2

ExamplesOprah Winfrey, Arianna Huffington, Martha Stewart

This Is Your Archetype If…
You have a popular (or soon to be popular) blog, podcast, or video series or a combination of all of these. Media mogul archetypes are ahead of the game when it comes to content marketing strategy because they already have the content, and just need to focus on expanding their audiences and outreach.

Inspiring Quotes:

“You will find true success and happiness if you have only one goal. There really is only one, and that is this: to fulfill the highest, most truthful expression of yourself as a human being. You want to max out your humanity by using your energy to lift yourself up, your family, and the people around you.” – Oprah Winfrey

“Leaders need to redefine success. Right now success is defined in terms of two metrics: money and power. But it is like a two-legged stool, at some point you’ll fall off of it. Leaders need to consider other metrics such as well-being, inner wisdom, our capacity to wonder and celebrate life, and give back.” – Arianna Huffington

“Once you realize that you have identified a passion, invest in yourself. Figure out what you need to know, what kind of experience and expertise you need to develop to do the things that you feel in your heart you will enjoy and that will sustain you both mentally and economically.” – Martha Stewart

Self Improvement 3

Examples Tony Robbins, Brian Tracy, Marie Forleo

This Is Your Archetype If…
People find you inspiring, look to you for advice and expect you to teach people something that makes them better. You probably also have a propensity for sharing how you have overcome great obstacles through your own path. This is a fabulous secondary archetype as you could add a great deal of useful advice to your primary archetype that truly helps people.

Inspiring Quotes:

“Long ago, I realized that success leaves clues, and that people who produce outstanding results do specific things to create those results. I believed that if I precisely duplicated the actions of others, I could reproduce the same quality of results that they had.” – Tony Robbins

“To be truly happy, you need a clear sense of direction. You need a commitment to something bigger and more important than yourself. You need to feel that your life stands for something, that you are somehow making a valuable contribution to your world.” – Brian Tracy

“When you love your clients, marketing becomes a vehicle to express that love in such a way that you inspire them to action. Action that ultimately, is in their best interest.” – Marie Forleo

Spiritual 4

Examples:  Deepak Chopra, Marianne Williamson, Eckhart Tolle

This Is Your Archetype If…
You are religious, spiritual, or believe in a higher power, and want to share what you believe and feel with your own spin. Your content undoubtedly reflects your faith and beliefs.

Inspiring Quotes:

“Instead of asking ‘what’s the problem?’ ask ‘what’s the creative opportunity?'” – Deepak Chopra

“Success means we go to sleep at night knowing that our talents and abilities were used in a way that served others.” – Marianne Williamson

“Instead of asking ‘what do I want from life?’ a more powerful question is, ‘what does life want from me?'” – Eckhart Tolle

Cultural 5

ExamplesMalcolm Gladwell, Ray Kurzweil, Hanna Rosin

This Is Your Archetype If…
You have been called an early adopter, a futurist, a visionary, or a pioneer. You spot trends before they happen and get big. You do something for a living that allows you to see things unfold before the masses do.

Inspiring Quotes:

“Truly successful decision making relies on a balance between deliberate and instinctive thinking.” – Malcolm Gladwell

“A successful person isn’t necessarily better than her less successful peers at solving problems; her pattern-recognition facilities have just learned what problems are worth solving.” – Ray Kurzweil

“So the image I like to think of, instead of glass ceiling, is the high bridge. It’s definitely terrifying to stand at the foot of a high bridge, but it’s also pretty exhilarating, because it’s beautiful up there, and you’re looking out on a beautiful view. But the point about the high bridge is that you have to have the confidence to know that you deserve to be on that bridge, that you have all the skills and experience you need in order to walk across the high bridge, but you just have to make the decision to take the first step and do it.” – Hanna Rosin

Wellness Guide 6

ExamplesDr. Weil, Alice Waters, Jamie Oliver, Michael Pollan

This Is Your Archetype If…
You cured yourself of a disease (or perhaps you’ve beaten the odds around your own diagnosis), lost a lot of weight, studied nutrition, are a yogi, movement teacher, dancer, or have your own spin on what’s effective that people will want to know.

Inspiring Quotes:

“I think one of the real secrets of happiness and success in life is to understand that while we can’t control what happens to us, we can control how we react to events.” -Dr. Andrew Wei

“I’m trying to focus my energy on the people who can win this race.” -Alice Waters

“My aim is to achieve sustainable change, not just make a cute little makeover.” -Jamie Oliver

“This is part of human nature, the desire to change consciousness.” -Michael Pollan

Do Gooder 7

ExamplesAl Gore, Scott Harrison, Angelina Jolie

This Is Your Archetype If…
Whenever you do something you do it with others in mind. You are globally responsible, and advocate for your favorite charities; you walk for cancer, run for autism, are on a rescue animal mission, sit on boards, or volunteer your time to help others. The do-gooder is a fabulous secondary archetype that fits in perfectly with so many others.

Inspiring Quotes:

“No matter how hard the loss, defeat might serve as well as victory to shake the soul and let the glory out.” – Al Gore

“Simplicity is key. Be able to tell your story simply.” – Scott Harrison

“People say that you’re going the wrong way when it’s simply a way of your own.” – Angelina Jolie

Political 8

Examples Gloria Steinem, Michael Moore, Eve Ensler

This Is Your Archetype If…
You marched on Washington, worked on the Hill, been arrested for something you believe in or are the person on Facebook encouraging (or even discouraging) your friends from a political philosophy or perception.

Inspiring Quotes:

“Without leaps of imagination, or dreaming, we lose the excitement of possibilities. Dreaming, after all, is a form of planning.” – Gloria Steinem

“I may be preaching to the choir, but the choir needs a good song.”
– Michael Moore

“I think that anytime you get clear about what your mission is or what your focus wants to be, things start to come together in your life.” – Eve Ensler

Philanthropist 9

Examples Warren Buffett, George Soros, Melinda Gates

This Is Your Archetype If…
You’ve made yours and now you want to give back. Even if you didn’t make a fortune you always give back through volunteering or through sharing acts of kindness.

Inspiring Quotes:

“It’s better to hang out with people better than you. Pick out associates whose behavior is better than yours and you’ll drift in that direction.” – Warren Buffett

“Well, you know, I was a human being before I became a businessman.” – George Soros

“We have to be careful in how we use this light shined on us.” – Melinda Gates

Digital Innovator 10

Examples Mark Zuckerberg, Chris Brogan, Seth Godin

This Is Your Archetype If…
You’re a social media nerd, you love Google analytics, you Google+ hang out with the best of them, and you know your last newsletter open rates percentage cold! People want to learn these things and you teach and share these things happily.

Inspiring Quotes:

“The biggest risk is not taking any risk…In a word that’s changing really quickly, the only strategy that is guaranteed to fail is not taking risks.” – Mark Zuckerberg

“Ask yourself this questions CONSTANTLY: where can I add the most value to what matters most to me and the people who care about me?” – Chris Brogan

“The easiest thing is to react. The second easiest is to respond. But the hardest thing is to initiate.” – Seth Godin

Artist 11

Examples Bono, Amanda Palmer, Steven Soderbergh

This Is Your Archetype If…
You create art, you share your art online, and you take your fans for an interactive creative ride. You also have a lot to say about the artistic process or about other artists.

Inspiring Quotes:

“You see idealism detached from action is just a dream. But idealism allied with pragmatism, with rolling up your sleeves and making the world bend a bit, is very exciting. It’s very real. It’s very strong.” – Bono

If you want the world to pay for projects, you have to be able to display why you’re worthy.” – Amanda Palmer

“The great thing about the business is how Darwinian it is. We have to swim or die. If you are found wanting over a period of time, you’ve either got to change what you’re doing or find something else to do.” – Steven Soderbergh

Fashion 12

Examples Diane von Furstenberg, Donna Karan, Bobbi Brown

This Is Your Archetype If…
You love fashion, trends, clothes, and style. You’re the friend your other friends want to go shopping with, you write the blog people want to read for fashion tips or maybe you have great style, but you never thought that could be part of your online archetype… guess what stylie, think again ;).

Inspiring Quotes:

“That wonderful and terribly frightening journey of self-discovery. That process of growth, of being an independent person, of learning who you are and what you want from life, is the real secret of life, happiness and beauty.” – Diane von Furstenberg

“Everything I do is a matter of heart, body, and soul” – Donna Karan

“A year after I started college, I had no clue what I wanted to do. My mother said, forget everything else—if it were your birthday today, what would you do? I thought, I would play with makeup at the department store. So she said, do that!” – Bobbi Brown

Culture 13

Examples Daniel Pink, David Brooks, Thomas Friedman

This Is Your Archetype If…
You love big ideas, you like to explore what makes people, companies, and countries think. And you want to talk about it.

Inspiring Quotes:

“I think the more important task for a young person than developing a personal brand is figuring out what she’s great at, what she loves to do, and how she can use that to leave an imprint in the world. Those are tough questions, but essential ones. Answer those – and the personal brand follows.” – Daniel Pink

“The message of the summoned life is that you don’t need to panic if you don’t yet know what you want to do with your life. But you probably want to throw yourselves into circumstances where the summons will come.” – David Brooks

“Big breakthroughs happen when what is suddenly possible meets what is desperately needed” – Thomas Friedman

Parent 14

Examples Heather Armstrong, Davis Guggenheim, Kandi Lightner

This Is Your Archetype If…
You’re a parent, advocate for children, or an exposer of truths.
You love helping children learn better, live better, or play better. If there is some injustice happening in the world for children, you want to set it right.

Inspiring Quotes:

“I usually approach things with the idea that I will take something out of everything I do.” – Heather Armstrong

“To me, at the heart of every good story are people you want to root for, people that have big hurdles they have to overcome.” – Davis Guggenheim

“I truly believe that whatever it is that you do, if you look at it a certain way, it is going to help or benefit or do something good for somebody.” – Candy Lightner


Cyber PR’s 14 Thought Leader Archetypes




Download here:



Ester Nicholson: How to Develop Online Thought-Leadership – A Cyber PR Niche Marketing Case Study

We have recently completed a campaign that I’m excited about and I wanted to share with you!

Ester Nicholson

Challenge: Ester came to Cyber PR already a successful thought leader. However, she did not have an online presence to match her offline profile. That’s where our team came in.

Strategy: We expanded Ester’s audience by pitching her to hundreds of new media makers, including book review, positivity, addiction recovery and women empowerment blogs. We also coached her how to more effectively use her Twitter & Facebook profiles.

Results: Numerous book reviews, blog features, and an ongoing guest posting opportunity on, which attracts 50,000 – 100,000 visits per month. Overtime the potential for Ester is huge; as a result of long term content strategy, she was able to translate her already successful real world brand into a strong web presence, connect with her fans and establish herself as a thought leader within the online addiction recovery community.

Click Here to Download the Full Ester Nicholson Case Study

Why Your Passion is Key to Niche Marketing

A lot of potential clients who call me start off the conversation like this: “How much do I have to spend in order to get 5,000 more Facebook fans? Or how about 10,000 new Twitter fans?”

And what I tell them? “This type of thinking will never yield you real fans or customers.”

That’s because real fans of any business, product or service are fans because they found a reason to WANT to be fans.

Put people before promotion

This is especially true on Facebook where the vast majority are there to connect with friends and family. Yeah, they may have liked your company page, but your company page posts are interrupting their news stream of Alex’s first ballet recital, Uncle Harry’s prostate cancer update, John and Lauren’s announcement that they are having twins – and lets not forget the political rants, the friends who write thoughtful and hilarious things, the meals and the moments.

Yep, you are competing with all of that, so you better give them something GREAT to rise above all of those posts.

How do you do that?

If so there is one element that will help you stand out it’s YOUR PASSION. Usually, this is the distinguishing factor between a person who gets their audience and one who doesn’t.

If your audience (read potential clients) doesn’t feel this from you they’ll hightail it down the timeline to find something else that resonates.

Passion is your calling card

Your passion means you know what strikes a chord with your audience, because the same things strike a chord with you. Plus, you’re interacting because you care. It matters to you that you understand your audience and there’s no faking that.

Think about it: what do you love – and it can be many things – and how can you apply your skill set to what you love to make things happen for you and the people who are your audience or clients?

7 Reasons Why You Should Put Your Passion Where Your Mouth is:

1) When you’re passionate, people will come

People will gather around your music, your business vision, your whatever because they can feel your passion for it and they want to be a part of that “something good.”

2) Passion begins conversations

You might find a like-minded person on Twitter and never run out of things to @ each other about, which builds relationships – authentic marketing at the same time

3) Passion keeps the love alive

Yes this pertains to business, too. You know that person who you exchange ideas with on your socials or that person who responds to your newsletter? She may become your biggest fan or supporter. Or, maybe she’ll refer you to someone perfect, or maybe she becomes a new client.

4) Passion begets passion

Do you grow tired of talking about what you love? I’m willing to bet, no. And that draws other people to you who are passionate about the same things, which is your audience or your fans or clients.

5) Passion inspires focus

If you start down a path toward something you love, you’ll want to explore everything it. You’ll become an expert in the fields where you’ve chosen to focus by staying in the conversation.

6) Expressed passion rises to match your skill set

You may not see this for quite some time, but if you love something you’ll keep doing it better and better. Stick with it and the cream will rise to the top.

7) Zero passion is zero intention, drive, and purpose.

You need all three of those things to have a successful business. Without them, you’ll flounder.

I don’t need to tell you that when you’re really passionate about something, it becomes entwined in your DNA. And what better in life than to do what you love and help others while expressing your passion? Your ideal audience and clients get that, and you’ll be drawn together naturally.

Focus on your core values and your personal mission led by passion rather than focusing on “the next 5,000 followers.” It’s NOT about numbers, it’s about people, and having the right customer in your follower base and talking only to her.

Take a risk today. Tweet, blog or write something that you feel deeply passionate about.

Don’t worry if it “sells” your business or your idea. It shouldn’t do that. Put passion before promotion.

True and authentic business benefits will come after the passion connection is made.