In this episode, Heather Havenwood, Founder of Sexy Boss™, shares how she got 200 hours of free publicity. Heather also shares how she promotes her media exposure, how she gets booked on shows, and how she leverages her interviews.

Time Stamped Show Notes:

• 1:32 – Introduction.
• 8:50 – In August of 2015 Heather got a call from her friend who asked her to be on his podcast where she had a great conversation with him and just a week or two later she got an email and $5000 coaching client and two years before that she had created a podcast called ‘The Sexy Boss Podcast’ and she had thought that for her podcasting was done because she had tried that and it failed. But now after appearing on her friend’s podcast, she decided to do appear on other people’s podcasts and she has been on two hundred hours of other people’s shows.
• 10:31 – Heather’s entire business has always been on Affiliate traffic but she had not realized then that podcasting was an affiliate traffic source and so when she realized that fact she started really going out there and pitching herself.
• 10:51 – When she started in this business it was the year 2001 and till the year 2017, she was travelling the whole country to get in front of approximately hundred people but now she doesn’t have to travel and still she has an audience of more than a hundred people.
• 11:38 – Heather loves to be on other people’s shows because she wants to give value, she wants to give content and her story and she doesn’t like to travel.
• 12:20 – The beauty of podcasting is that it is way more intimate and it’s a conversation and not just a pitch.
• 12:37 – In 2015 she did not have a list or media page, product or message. 
• 13:47 – Heather was taught at a very young age by her mother that she should not invite herself to the party and she should go to the party only if she is invited but as an entrepreneur you learn that you should go out and fail or go out and put yourself out there. So you should allow yourself to invite yourself to the party.
• 15:19 – Heather wanted it to be easy for people to say yes or no to her quickly so for that she created media page and she asked people to visit that page as a host. The idea of a media page is really to give the host everything that they need to say yes or no to you quickly, easily and effortlessly.
• 17:00 – The point of podcasting is that it exposes you to so many amazing people and in turn you are getting free publicity also you get to add value to the listeners and share your story and case studies.
• 17:44 – If your media page is really good and it shares a story, people will bring you on and say I know you are successful at this and what I really want to hear is your story.
• 18:17 – Heather’s media page is very clear about what she is and what she is not because a confused mind never buys thus you have to make sure you are clear on what your message to market is and the message has to be succinct.
• 18:42 – You don’t need very expensive tools, Heather just had a Yeti microphone for her first hundred episodes. Heather is a huge proponent of all businesses to be on a podcast for at least 30 before they even think about starting their own show.
• 21:00 – She signed up with a company that helps you secure a place in podcasts and now Heather is in the process of hiring someone in her team to delegate that but when you start learning to pitch yourself, you learn a lot, people just hire a PR to do that for them.
• 22:12 – Heather’s bio on her media page is the third edition because she is evolving and also because she is knowing her niche better. She knows how to talk to them and she also knows what kind of shows she wants to be on so she can make sure that she is really reaching that particular audience.
• 23:41 – Heather has people who have no clue about her podcast or are not prepared and once she had a random person who messaged her via Facebook and said that he loved her podcast and wanted to be on it.  So before you make a pitch you have to be prepared and your pitch should say about what you are and what you do and you should explain why you are a fit and how you can add value.
• 24:25 – A few tips for getting booked are to be clear in your message and what are selling. Heather doesn’t put her dating book on the forefront because some people get turned off by that but she does put it on there because she knows that not everyone is going to have her on for the dating site.
• 24:50 – You’ve got to unravel your own stories about self-promotion and some people like to outsource that task because when you learn to sell yourself, you know how to train someone else you.
• 25:38 – You must create a time-tested template to reach out to all the PRs and Heather has a template and some of the things on that template are a media page, her video speaking to KXAN and two other podcasts that she featured on because if they want they can hear other people interviewing her.
• 27:02 – Heather was interviewing someone today and their bio was in the first person and to change it in the moment from the first person to the third person.      
• 28:17 – Heather got a couple of clients because of the interviews because after hearing her story they like her. So she sends people to HeatherHavenwood.com and  asks them to click on work with Heather and then she gets on a phone call with them to have a conversation. She tells them that she is very passionate about coaching. She also does list building by giving three free audio chapters of her book Sexy Boss by asking them to opt in but she does this also because she wants them to get to know her.
• 31:45 – Heather is also in conversation with a lot of people to go on TV and she is also a contributor on Entrepreneur but she makes sure that this was done to such an extent that the credibility foundation has been created for her.

Resources Mentioned: 

• Heather is offering three free audio chapters of her book Sexy Boss and you can go to SexyBossInc.com and opt in or you can text the word Sexy to 72000. The texting option is available only from the USA.
• Also, you can go to iTunes.com and type in Heather’s name and you can see about two pages of other shows that Heather has been on.