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  • Stop Adding Marketing Channels (Until You Hit $1M) with Sherry Jiang | Horizons Pod

    Stop Adding Marketing Channels (Until You Hit $1M) with Sherry Jiang | Horizons Pod
    2025/04/29
    Listen now on YouTube, Spotify, and Apple.—Sherry Jiang is the founder and CEO of Peek, an AI-powered personal finance platform helping users track and grow their net worth. Previously at Google, where she worked on Google Pay's growth in India, Sherry made the bold decision to leave big tech in 2021 to pursue entrepreneurship in Singapore.Here’s some of my takeaways from this week’s episode…1/ 🎯 Master One Channel Before ScalingThe first $1M in revenue can come from mastering a single marketing channel. Don't spread yourself too thin across multiple platforms—go deep before going wide. For Peek, LinkedIn organic was the golden ticket, driving hundreds of beta signups through authentic storytelling.2/ 🧪 Right-Size Your ExperimentsThink like a poker player: Make small bets to test hypotheses before going all-in. Start with minimal viable experiments that let you validate assumptions without depleting resources. A good rule: If an experiment fails, it shouldn't threaten your core business.3/ 👥 The "15 Core Users" Rule Rather than trying to deeply understand hundreds of users, focus on 15 power users you know "as well as your siblings." Look for users who proactively provide feedback and engage with your product—they'll give you the insights needed to build something great.4/ 📱 Prototype > PerfectBuild quick, throwaway prototypes to validate ideas fast. One prototype per month is a good cadence. Don't worry about perfect branding or polish—focus on getting behavioral validation from real users. As Sherry says, "I don't care if the colors aren't on brand."5/ 💡 Local > Global Don't confuse "US market" with "global." Start with geographic focus and expand strategically. The world has 8B people—the US has 300M. Regional focus lets you deeply understand users and build for their specific needs before expanding.6/ 🎭 AI as Writing PartnerUse AI as a writing assistant and research accelerator, not a replacement. Feed it your "word vomit" and let it help structure thoughts. For research, use it to spot patterns and generate insights that would take humans weeks to compile.7/ 📊 Story > StatsDon't just show data—tell stories with it. Even with limited data (like one month of transactions), you can craft meaningful narratives about spending patterns and behaviors. Focus on progressive revelation of information with clear hooks and resolutions.8/ 🎬 Content Format Follows PlatformDifferent platforms demand different approaches: LinkedIn rewards professional insight, TikTok needs extreme authenticity, Reddit requires pure value-add with zero self-promotion. Don't copy-paste content across platforms—adapt to each one's native language.—Where to find Sherry Jiang: * Peek: https://peek.money/* LinkedIn: https://www.linkedin.com/in/sherrypeek/* X: https://x.com/SherryYanJiang—In this episode, we cover:00:00 Introduction and Background 05:37 Learning AI Coding as a Non-Technical Founder 11:16 Onboarding Challenges in Personal Finance Apps 16:55 User Acquisition and Building Trust 19:51 Understanding the Founder Journey 21:10 Navigating Switching Costs in Startups 22:36 Assessing Product-Market Fit 26:33 The Art and Science of Founding 29:32 Merging Data and Intuition 33:19 Thinking in Bets: Lessons from Poker 36:19 Marketing Strategies and LinkedIn Success 38:30 Building a Personal Brand 44:26 Customer Retention and Insights 49:47 Prototyping and Testing for Product Market Fit 50:59 Channel Optimization Post Product Market Fit 53:15 Localization Strategies for Diverse Markets 55:07 Underrated Marketing Channels: Insights and Opportunities 57:15 The Impact of AI on Personal Finance Management 01:02:50 Lightning Round: Quickfire Marketing Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 8 分
  • B2B Doesn't Mean Boring-to-Boring with Gastón Tourn | Horizons Podcast

    B2B Doesn't Mean Boring-to-Boring with Gastón Tourn | Horizons Podcast
    2025/04/22
    Listen now on YouTube, Spotify, and Apple.—Gastón is a poetry-obsessed CMO whose marketing campaigns are powered by literature and code - leading him from Google to wonky vegetables, with successful stops at dating apps and AI news along the way.Here’s some of my takeaways from this week’s episode…1/ 🎯 Brand First, Growth Second: A strong brand narrative naturally drives growth metrics. Don't chase numbers at the expense of story—focus on building a compelling narrative that resonates with your audience and the metrics will follow.2/ 🗣️ Customer Understanding > Dashboard Data: While analytics are valuable, nothing beats direct customer observation and feedback. Post-checkout surveys asking "why did you join?" and "what concerns did you have?" provide deeper insights than surface-level metrics.3/ 🎨 B2B ≠ Boring-to-Boring: Business buyers are humans first. They're thinking about promotions, career growth, and personal success—not your product features. Connect with the human truth behind business decisions.4/ 🔄 Consistency ≠ Repetition: Brand consistency isn't about parroting the same phrases—it's about staying true to core values while varying your expression. Use different words to convey the same meaning to keep messaging fresh and engaging.5/ 🌍 Local > Global in Marketing: When scaling internationally, empower local marketing teams over centralized control. While less efficient, local teams better understand cultural nuances and market opportunities.6/ 💡 Make the Familiar Strange: The best marketing makes familiar things unfamiliar (and vice versa). Like literature, great campaigns help people see everyday things in new ways.7/ 🎭 Values > Neutrality: Don't fall into the trap of neutral, bland messaging when expanding to new markets. Local brands succeed because they speak authentically to their audience.8/ 🎓 Growth vs. Efficiency is a Trade-off: There's no perfect solution in marketing—just trade-offs. Choose whether to optimize for growth (local control, higher costs) or efficiency (central control, lower costs) based on business objectives.—Where to find Gastón Tourn: * LinkedIn: https://www.linkedin.com/in/gtourn/* Oddbox: https://www.oddbox.co.uk/—In this episode, we cover:00:00 Introduction and Background 03:20 The Importance of Meaning in Marketing 13:48 Combining Literature and Technology 25:29 Insights from Startup Marketing 28:57 The Importance of Marketing in Product Success 32:03 Cultural Insights in Dating and Marketing 34:11 Challenges of Global Marketing Localization 36:46 The Risks of Big Brand Marketing 39:32 Balancing Centralization and Localization in Marketing 42:04 Trade-offs in Marketing Strategies 46:26 B2B Marketing: Connecting with Real People 48:47 Consistency vs. Repetition in Brand Messaging 54:24 Understanding Customer Motivations at Oddbox 57:13 The Value of Teaching and Learning from Students—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 6 分
  • Growing A Brand To 1.2M Social Followers with Andrew Littlefield | Horizons Podcast

    Growing A Brand To 1.2M Social Followers with Andrew Littlefield | Horizons Podcast
    2025/04/15
    Listen now on YouTube, Spotify, and Apple.—Andrew Littlefield is a content marketing veteran who's helped build audiences from scratch at multiple startups and established brands, including the robotic tiny homes company Ori.Here’s some of my takeaways from this week’s episode…1/ 🎯 Content Success = More At-BatsThe key to content marketing isn't perfection—it's volume of attempts. Like baseball, even Hall of Famers only succeed 1/3 of the time. Focus on getting more "at-bats" by publishing frequently and experimenting constantly, rather than trying to make every piece perfect.2/ 🌱 Early Success Signs MatterWhen something's really working, you'll often see clear positive signals very early—like unexpectedly high engagement or enthusiastic audience feedback. Don't waste months trying to force mediocre results when you could be exploring new directions.3/ 🎨 Hire for Hunger, Not Credentials Look for candidates who show creativity, attention to detail, and drive to succeed—regardless of their educational background. Hidden application instructions (like "use the word 'wiggle' in your cover letter") help identify detail-oriented folks who'll go the extra mile.4/ 📊 Blog Strategy = Compound InterestDon't chase viral hits. Build a library of solid content that each brings in steady traffic. 100 posts getting 5 views/day > 1 post getting 100 views/day. The cumulative effect compounds over time as your content library grows.5/ 🎬 Search > SocialPrioritize platforms where users actively search for solutions (like YouTube) over pure social feeds. Search-based content has longer shelf life and attracts more intentional audiences seeking specific solutions.6/ 🎭 Gate StrategicallySave gating for truly valuable, exclusive content like live events or original research. The bar for what people will trade their contact info for has risen dramatically—make sure you're offering genuine value.7/ 🔄 Adapt or DieWhat works in content marketing constantly evolves. Be ready to abandon strategies that stop working and experiment with new approaches. Success comes from staying flexible and responsive to changing audience behaviors.8/ 🎯 B2B2C MarketingSometimes the path to B2B success requires building consumer demand first. Create broad awareness and desire for your product among end users to drive business customer adoption.—Where to find Andrew Littlefield:* LinkedIn: https://www.linkedin.com/in/andrewlittlefield/* X: https://x.com/fsuandrew—In this episode, we cover:00:00 Introduction and Background 05:26 Early Successes in Marketing 09:05 The Recipe for Success in Content Marketing 15:18 Iterating and Adapting Strategies 16:08 The Addiction of Content Creation 19:50 Navigating the Content Marketing Landscape 22:43 The Art of Experimentation in Marketing 27:01 Overcoming Barriers to Creativity 29:47 Accountability in Pursuing Dreams 35:36 The Early Days of Marketing at We Did It 44:04 The Persistence of Ideas 45:24 Identifying Winning Strategies 47:21 Building a Talented Team 49:34 Innovative Hiring Practices 52:30 The Value of Hunger in Candidates 57:18 Gated vs. Ungated Content 01:03:24 The B2B2C Approach to Marketing 01:03:53 Lightning Round Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 9 分
  • Presidential Access to Product-Market Fit: The Mindset That Builds Companies with Ina Herlihy | Horizons Podcast

    Presidential Access to Product-Market Fit: The Mindset That Builds Companies with Ina Herlihy | Horizons Podcast
    2025/04/08
    Listen now on YouTube, Spotify, and Apple.—Ina Herlihy is the founder and CEO of AddGlow, helping brands increase revenue. They've started with an onsite community. She brings unique insights from building products at Walmart and driving early growth at Zumper.Here’s some of my takeaways from this week’s episode…1/ 🎯 Rejection builds resilience: Early experiences with rejection (like getting press passes as a teen) can be invaluable training for founder life. The key is viewing rejection as a normal part of the process rather than a roadblock.2/ 🔍 Founder-led sales are crucial early on: Don't delegate sales too quickly in the early stages. Direct customer conversations provide invaluable learning that shapes product development and company direction.3/ 🧪 Test manually before automating: Start with manual processes to validate hypotheses before investing in automation. At Zumper, Ina manually personalized emails first, proved the impact, then found tools to scale it.4/ 🤝 Network effects compound over time: Your professional network isn't just about immediate opportunities—it's about future hires, investors, and advisors. Focus on excellence in your current role to build strong references.5/ 📊 Data capture drives personalization: Collecting first-party data during community signup enables better email personalization and higher revenue. Partner integrations (like with CRMs) multiply the value.6/ 🎨 Default > Custom: Keep user interfaces familiar when possible. Just like how Starbucks uses consistent layouts globally, default reactions/emojis reduce friction and increase engagement.7/ 🔄 Community engagement is a gradual build: Focus first on awareness and accessibility, then layer in engagement drivers like weekly digest emails and point-based rewards with smart limitations.8/ 🎬 Customer promises ≠ commitments: Be wary of building features just because potential customers say they'll buy if you do. Focus on features that benefit multiple customers rather than one-off requests.—Where to find Ina Herlihy:* Web: https://addglow.com/* LinkedIn: https://www.linkedin.com/in/inaherlihy/* X: https://x.com/inaherlihy—In this episode, we cover:00:00 The Journey to Founding AddGlow 07:28 Navigating the Challenges of Entrepreneurship 07:33 Marketing Strategies at Zumper 10:58 Balancing Brand Awareness and Short-Term Performance 10:58 Sales and Customer Engagement Strategies 12:53 User Conversations and Product Development 15:51 Email Marketing Insights from Zumper 17:16 Leadership and Team Development 19:27 Transitioning from Startup to Enterprise 21:33 Building Stakeholder Relationships 23:42 Networking and Career Growth 27:21 Relocating to New York and Its Impact 28:32 User Insights and Product Development 29:49 Launching Ad Glow and Community Building 31:31 Growing Communities from Scratch 32:50 Encouraging Community Engagement 34:36 Balancing Incentives in Community Building 38:19 The Value of Community for Brands 38:41 Moderation and Community Management 40:33 Lightning Round: Quickfire Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    43 分
  • The Secret Career Strategy No One Talks About with Sally Ivester | Horizons Podcast

    The Secret Career Strategy No One Talks About with Sally Ivester | Horizons Podcast
    2025/04/01
    Listen now on YouTube, Spotify, and Apple.—Sally Ivester guides talented professionals in major tech companies who feel stuck, helping them breakthrough to their next career milestone. Through her Maven course, newsletter, social media presence on LinkedIn and TikTok, and suite of digital resources, she shares proven strategies for advancement.Drawing from her experience as a Chief of Staff in Big Tech, she helps clients understand and master the unwritten rules of corporate success, turning insider knowledge into actionable career growth strategies.Here’s some of my takeaways from this week’s episode…1/ 🎯 Impact > Effort: Stop working harder, start working smarter. The corporate world rewards quality over quantity - one high-impact project beats five mediocre ones. Focus on identifying the 3 critical things that drive real business outcomes.2/ 🎮 Corporate Success is a Game: You can play on hard mode (figuring everything out yourself) or easy mode (learning from others' playbooks). First-gen professionals often play on hard mode by default, but can level up by studying successful peers.3/ 📢 Work Loudly (But Smartly): Allocate your time: 60% doing work, 20% talking about work, 20% finding new work. It's not bragging - it's ensuring your impact is visible to decision-makers.4/ 🔑 High Impact + Low Maintenance = Career Acceleration: Being great at your job isn't enough - you need to be someone people want to work with. Focus on taking feedback well and building authentic relationships.5/ 📦 The Work Box Theory: Managers put you in one of three boxes - invest in you, use you, or want nothing to do with you (Eeyore). Once you're in a box, it's very hard to change boxes. Choose your manager carefully.6/ 🎯 Focus on Long-Term Value: Build skills that compound over time, invest in relationships, and think about how each role builds your personal brand. Play long-term games with long-term people.7/ 💬 Master the Feedback Flywheel: The more you share work, the more feedback you get, the better your work becomes. Adopt a "B+ is the new A+" mindset - there's always room for improvement.8/ 🤝 Lead Through Value Creation: When leading without authority, focus on delivering results that matter to others, not just showcasing your work. Speak their language and solve their problems.—Where to find Sally Ivester: * Web: https://maven.com/sallyivester/corporategame* Newsletter: https://hisallyivester.kit.com/1624f309a9* LinkedIn: https://www.linkedin.com/in/hisallyivester/* Instagram: https://www.instagram.com/hisallyivester/Free resources mentioned in the show: * 1:1 Agenda Template: https://hisallyivester.gumroad.com/l/agenda* Notify Email Template: https://hisallyivester.gumroad.com/l/notifyemail—In this episode, we cover:00:00 Technical Difficulties and Setup Challenges 00:33 Shifting Mindsets: From Hard Work to Impact 05:27 Navigating Corporate Culture as a First-Generation Professional 11:38 The Importance of Working Loudly 16:15 Balancing Impact and Visibility in Your Work 16:52 The Importance of Marketing Yourself 18:01 Balancing Work and Communication 20:21 Overcoming Imposter Syndrome 25:19 The Pitch Framework for Self-Advocacy 29:11 Managing Up: How to Communicate with Your Manager 36:32 High Impact, Low Maintenance: The Key to Success 42:36 Feedback: The Path to Growth 47:42 Building Authentic Relationships at Work 52:48 The Importance of Curiosity and Empathy 54:42 Thinking Long-Term in Your Career 59:23 Choosing the Right Manager 01:01:53 Understanding Work Box Theory 01:06:37 Leading Without Authority—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 11 分
  • Automating Your Marketing with Stephen Stouffer | Horizons Podcast

    Automating Your Marketing with Stephen Stouffer | Horizons Podcast
    2025/03/25
    Listen now on YouTube, Spotify, and Apple.—Stephen Stouffer is Director of Automation Solutions at Tray.ai, bringing over a decade of experience in markops, revops, and digital transformation. Starting his career as a web developer, Stephen has grown through various marketing technology roles, both in-house and in-agency, and he’s particularly known for his work in marketing automation and AI implementation.Some takeaways:1/ 🎯 Keep It SimpleBreak down complex systems into their simplest form. Early-career Stephen over-engineered email nurture campaigns; experienced Stephen focuses on fewer, higher-quality touchpoints that are easier to test, manage, and measure.2/ 🏃 Agency Work = Career AcceleratorWorking at an agency is the ultimate career hack. You'll learn multiple tools, industries, and use cases in a compressed timeline. Just remember: burnout is real—set boundaries early and often.3/ 🤝 Sales-Marketing Alignment Needs Physical ProximityThe best solutions often come from walking across the room. Have marketing join sales stand-ups, move BDRs under marketing's umbrella, and measure marketing by sales-accepted leads (not MQLs) to create true alignment.4/ 🔧 Tools Don't Fix People ProblemsThe biggest misconception in digital transformation: thinking new tools will solve organizational issues. If sales imports bad data into Pardot, they'll do the same in Marketo. Focus on people and process first.5/ 📊 Ditch Open Rates, Focus on ConversionsWith Apple's privacy changes and AI skewing email metrics, open rates are increasingly unreliable. Measure success by actual conversions and downstream metrics that tie directly to business goals.6/ 🌱 Start Small, Scale SmartFor small e-commerce: Start with just HubSpot + BigCommerce. Only add complexity (like Salesforce) when you actually need enterprise-grade features. Don't over-engineer early solutions.7/ 🎮 Automation = Bridge BuildingSuccess in automation isn't just technical skills—it's understanding both user needs and technical capabilities, then building simple bridges between them that people actually want to use.8/ 🤖 AI Implementation StrategyDon't start with code. Ask AI "What are the top 10 ways someone in [your role] at [your company] could use AI?" Then work down that list, starting with what looks most interesting.—Where to find Stephen Stouffer:* Web: https://sites.google.com/tray.io/revops-learning-hub/connect* LinkedIn: https://www.linkedin.com/in/stephenstouffer/—In this episode, we cover:00:00 Career Beginnings and Accidental Marketing 03:33 The Puzzle of Marketing Automation 07:36 Simplifying Email Campaigns 11:30 The Role of AI in Development 15:01 Agency vs. In-House Experience 18:48 Navigating Client Relationships and Leadership 24:30 Understanding Digital Transformation Misconceptions 27:24 The Importance of Alignment in Teams 29:16 Integrating Operations and Technology 31:34 Balancing Work and Personal Life 37:33 Maintaining Company Culture During Growth 40:47 Rethinking Email Metrics and Measurement 46:06 Simplifying Marketing Operations for Startups 48:36 Building a Scalable Tech Stack 52:49 Navigating AI in Marketing Automation 55:43 The Dilemma of Automation and Employment 58:54 The Importance of Human Connection in MarTech 01:01:52 Aligning Sales and Marketing for Success 01:04:35 Bridging the Gap Between Sales and Marketing 01:06:30 Leveraging Tray.ai for E-commerce Automation 01:09:57 Lightning Round—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 14 分
  • How To Make $75M By Going Directly To Your Customer with Faisal AlKhalidi | Horizons Podcast

    How To Make $75M By Going Directly To Your Customer with Faisal AlKhalidi | Horizons Podcast
    2025/03/18
    Listen now on YouTube, Spotify, and Apple.—Faisal AlKhalidi is a performance marketing veteran who's helped scale brands like DoorDash, Gainful, and Perfect Keto before founding Growth Minds, where he now helps D2C brands reduce their customer acquisition costs through data-driven creative development.Here’s some of my takeaways from this week’s episode…1/ 🎯 Mirror, Don't Window: Instead of showcasing your product immediately, reflect your customer's pain points and desires. For example, with joint supplements, lead with grandparents unable to play with grandchildren rather than product features. Only reveal your solution after establishing emotional connection.2/ 🧩 Modular Creative Testing Wins: Break ads into modular components (hook, body, CTA) and test combinations. One winning hook can be mixed with different bodies to create multiple successful variations—work smarter, not harder.3/ 📊 The 1-in-8 Rule: Only about 12% of ad creatives become winners. Plan your creative volume accordingly—for a $50k monthly ad spend, aim for 20+ new creative concepts monthly. Test each for at least 7 days with 5-7x AOV in spend.4/ 🎯 Focus Your Growth Stack: Sub-$10M companies should master three core channels instead of spreading thin: Meta ads, solid website/funnel, and lifecycle marketing (email/SMS). Master these before expanding.5/ 📱 Broad > Narrow Targeting: Platform algorithms have evolved—creative is your new targeting. Focus less on detailed audience settings and more on letting the creative and message attract the right viewers naturally.6/ 🔍 Mine Customer Reviews with AI: Use AI to analyze customer reviews at scale, identifying common pain points, desires, and unique product benefits. This data becomes your creative strategy foundation.7/ 📈 Hook Rate + Hold Rate: Aim for 30%+ hook rate (viewers watching past 3 seconds) and optimize your hold rate (continued engagement). These metrics predict overall ad performance.8/ 💡 Test Smart, Not Hard: Before ruling out an underperforming ad, analyze its components. A weak overall performance might hide a winning hook or other element worth keeping.—Where to find Faisal AlKhalidi:* Web: https://www.growthminds.co/* LinkedIn: https://www.linkedin.com/in/faisalalkhalidi/* X: https://x.com/faisalalkhalidi—In this episode, we cover:00:00 Inbound vs Outbound Marketing Strategies 06:14 Understanding B2B vs B2C Marketing Dynamics 11:13 Retention Strategies for Subscription Products 16:11 Transitioning from Products to Services 21:27 Navigating Multi-Touch Attribution 26:31 Creating Scroll-Stopping Ads 32:10 The Importance of Modular Ad Testing 37:40 Optimizing Ad Performance: Hook and Hold Rates 42:35 Mirroring Customer Needs in Advertising 47:55 Implementing Rapid Testing Cycles 52:11 Evaluating Ad Performance and Spend 57:02 Leveraging Customer Reviews for Insights 01:01:19 Innovative Marketing Practices Today—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 3 分
  • How Hipcamp's PR Turned $20k into >400 Media Hits with Lydia Davey | Horizons Pod

    How Hipcamp's PR Turned $20k into >400 Media Hits with Lydia Davey | Horizons Pod
    2025/03/11
    Listen now on YouTube, Spotify, and Apple.—Lydia Davey is the co-founder of Attentio PR, where she helps the world's most interesting startups accelerate growth through high-impact earned media coverage. Her journey began as a U.S. Marine Combat Correspondent, built through her time working in Communications at Apple, and most recently continued through fractional Communications leadership roles at various startups.Here’s some of my takeaways from this week’s episode…1/ 🎯 Story > Stats: It's not just about lining up facts—it's about crafting a narrative that grabs hearts, minds, and wallets. Example: "The queen died, the king died" vs. "The queen died, and the king died of a broken heart." The second version creates emotional investment and curiosity.2/ 🔍 Media Success = Research + Relationships: Newsrooms have shrunk 20% since pre-pandemic, and journalists now receive 500+ pitches daily. Success comes from deep research into where your story fits and making it dead simple for journalists to say "yes."3/ ⏰ The "Why Now?" Factor: Even great stories need timing. Whether it's a product launch, market expansion, or cultural moment, successful PR hinges on having a compelling reason for journalists to cover your story today rather than tomorrow.4/ 🌟 Own It, Apologize, Overcorrect: The three pillars of crisis communications. When things go wrong, leadership needs to take ownership, show genuine remorse (when legally possible), and demonstrate meaningful change.5/ 📊 ROI Isn't Optional: Top PR pros quantify their impact. It's not enough to say "I ran X campaign"—you need to show the lift in brand awareness, direct traffic, or sales. Track everything and tie it back to business outcomes.6/ 🎭 Embargoed > Surprise Launches: Give journalists 3 weeks with the story under embargo. This creates a "shock and awe" moment when multiple high-quality stories drop simultaneously, versus trickling out one at a time.7/ 🤖 AI + Human Judgment: Use AI to iterate quickly and generate ideas, but rely on human judgment for the final narrative. AI can stack facts but struggles to add the emotional context that makes stories compelling.8/ 🌐 Local Knowledge Matters: For global brands, always hire local PR support. There are cultural nuances and sensitivities that even the best international team can't fully grasp.—Where to find Lydia Davey:* Web: https://www.attentiopr.com/* LinkedIn: https://www.linkedin.com/in/lydiadavey/* X: https://x.com/lm_davey—In this episode, we cover:00:00 From Marine to Media: Lydia's Journey 03:10 The Art and Science of Storytelling in PR 05:58 Building a PR Agency: Lessons from the Ground Up 08:41 Crafting Compelling Narratives: The Heart of PR 11:23 Finding the Right Story: Case Studies in PR Success 13:48 Navigating Crisis Communications: Strategies for Success 16:19 Measuring ROI in PR: Beyond the Headlines 18:54 The Role of Creativity in PR Campaigns 21:22 Understanding Negative PR: Lessons Learned 22:56 The Importance of Leadership Buy-In in PR 37:51 Navigating Media Opportunities 43:52 The Importance of Media Training 46:37 Starting PR on a Budget 50:01 In-House vs Agency PR 52:37 Hiring for PR Success 57:35 Finding the Right Agency 01:02:33 The Appeal of Agency Work 01:04:05 Managing Competing Priorities 01:06:31 Lightning Round Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 11 分