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Alison: Hi there wellness entrepreneur. Welcome back!
Today, I’m honored to have on special guest Natalie Trice and she’s going to go over how to get your wellness business more visible because here’s the truth, as an entrepreneur, whether we like it or not, we’ve got to market. And getting in the press, getting in media, or as we’ll go over on this blog, there are other ways to get your business more visible that might not just be in print like magazines, online or a printed version. There are many other options!
And we also go over what to do if you’re feeling imposter syndrome, when your business, your personal brand and you get more publicly known as well as how to really stand out as the go-to expert and authority in your niche, in what you do, in your area and beyond. So make sure to read this blog with PR expert, Natalie Trice.
Question to Natalie: Can you tell us a little bit about what you do and who you help?
Natali: Of course. Thank you. First of all, thank you so much for having me as a guest. That’s amazingly kind of you. So I have worked in the world of PR publicity for nearly 30 years. I keep double checking the dates, but yeah, nearly 30 years, and I have probably PR’d pretty much most things that you can imagine. I started off, I worked in a lot of TV, so Discovery Channel, Animal Planet, CNN, Cartoon Network, but also charities, so I kind of found the areas that I loved.
If we if we kind of fast forward today, because it’s quite a long CV, I essentially teach health and wellness experts to get their businesses into the press. I do very little of the actual doing, except for my own. My passion is to give people the tools and the confidence to get themselves into the press on a sustained basis.
Alison: Love it.
Natalie: That’s my real passion. When my second son was born he had hip dysplasia. There were no books, there was no support and he kind of kept on going through operations and it was really tough and I kept looking for the book, I kept looking for the answers to what he did and they weren’t there. So actually in the end, I had to stop working because he was having big operations. I wrote the book and then I kind of went on this crusade to get hip dysplasia put on the map and we now have that! It’s a Global Hip Network. Parents around everywhere, but it showed me, and maybe just for the readers, it showed me the power of publicity. I’m not an orthopedic surgeon, I managed to use the power of publicity to reach all of these people and eventually position myself as this kind of award-winning hip expert.
If I can do that as a mom on a mission, then hopefully someone reading this today that might be like, “Oh, I’m not sure,” but you do have so much expertise and I think that’s the thing is when I work with people and that they think, “Well, what do I talk about?” They’re already talking about those things so health and wellness is a real passion of mine and it’s just able to connect experts and their information with people who maybe would otherwise never find them.
Alison: Yes!
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Question to Natalie: Because someone reading this might not really understand what PR is or getting in the press really means, can you clarify that some more?
Natalie: Yeah, I think it can be quite confusing for people. I find it’s easier to say to people getting into the press because that that sparks a bit more. When we say PR, we’re talking about public relations. It’s essentially the relationship you have or your business has with the outside world. It’s a relationship that you have maybe with journalists or with your clients or potential clients and not in a mean way, but if we think about PR, is what people say when you’re not in the room. That’s essentially what it is. It’s that kind of perception that people have of you and I think as we touched on before, we spoke that you’re already doing it, we’re really kind of putting that information out there. When it’s public relations, in a more formal sense. When you get into the press you’re stepping onto a much bigger stage.
Alison: Okay, like, being in magazines or online publications?
Natalie: Absolutely! Magazines, newspapers, podcasts. So this is you know, this is a PR opportunity for me. It’s your blog, but also I think it’s that personal recommendation. So you’re kind of validating, “Well, Natalie knows what she’s talking about and actually, I’m going to introduce her to my readers.”
So sometimes I think that actually thinking about PR in terms of a personal recommendation is easier to kind of understand and think about it in terms of your own expertise and skills. But it can be radio, it can be online, it can even be like appearing on someone else’s Instagram feed to a certain degree because they’re saying, “I’m happy for this person to be part of my world.”
So that’s what it is but we’re not so much looking at adverts in magazines where you’re paying to say, “I am a great osteopath.”
Alison: Sure. Sure. Being in the article.
Natalie: Being in the article is saying to the journalist, “Oh, would you like me to crack your back?” And the journalist saying afterwards, “Oh this person did an amazing job,” or yes, contributing to part of a bigger piece about why so many people are suffering with back issues at the moment and having your content in there as one of their expert speakers.
Alison: Yeah, I love that. So PR or getting into the press, I bet, what you said, a lot of wellness entrepreneurs are already doing and it really should be part of like one spoke of their marketing wheel, getting on podcasts, trying to get into having a quote in a newspaper, doing collaborations on Facebook or Instagram, doing lives, all these things help to generate that know, like, and trust factor out in the community.
Natalie: Yeah! Absolutely. That is it really. But it’s one of the things, and I find so often that people are scared of because you still kind of got this perception of, I don’t know, like it’s a dark art or it’s spin or it’s all of these things that have kind of shrouded it for many decades whereas actually, it can be so positive and powerful but yes, people do, and I think it’s more a case of that kind of misconception and just not really being able to fully get the head around it or having time. There’s lots of reasons why people don’t do it but actually if you mix it into the other things, you’re doing it can be brilliant!
Alison: Yeah, yeah, I love that it’s another layer in the strategy.
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Question to Natalie: So what do you recommend to the health and wellness entrepreneur that does want to get more clients, they do want to get their business more visible in front of a larger audience, but they feel that imposter syndrome, like, who am I to write an article on this or who am I to show up to that podcast and say this? What do you recommend for them?
Natalie: Okay, first of all, I really think it’s a confidence thing, because essentially, I imagine lots of, most of your readers will be trained. They will have experience. They will have expertise therefore they do have something to share but also think of it as slightly as an injustice if you don’t do it. You don’t appear in those places the people that need you might not be able to find you so it might be kind of flicking through a copy of I don’t know, on yoga, at the dentist, or they’re in Walmart and they flick through a newspaper and they just happen to see something that you’ve written and actually that’s what they need.
So if we can take ourselves out of that equation, because people will quite often think, “Well, who am I,” or, “Who will they think I am?” Actually, it’s quite brave. I’ve done it for a long time. To me, it’s just that, that’s just what happens, but I know for a lot of people it can make them feel quite vulnerable and I think maybe also thinking about it in the health and wellness space and certainly more so in the spiritual space it’s almost like, “Well, we’re not really supposed to be selling our things,” right? So you know what I mean? There’s that kind of idea of, “Oh that seems very commercial,” or, “It seems very mercenary,” but actually it makes sense. It really makes sense to kind of use those opportunities to build your profile.
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Alison: Yeah! It’s in service for your people because then, the help they need is easier to find. You’re right there and your name there. They don’t have to spend hours on Google or like, just open, I was gonna say the yellow pages. We don’t really do that anymore, but just randomly pick someone off a directory that they don’t know.
Natalie: And I think it’s always that thing isn’t it? So for example, like I got stuck in traffic, I really hurt my back, I’ve never had a bad back in my life and I’m 50 next week. Honestly, and I held out and held out on that sheet. I had a recommendation from someone and he’s a chiropractor at the gym and that was a recommendation through someone but I would never have found him because he has a website but he admitted, “Oh, no, I don’t do anything like that,” and it took one session with him and I was trying to say, “You could reach more people.” But the interesting thing was with him was he didn’t really need more customers. He does a four-day week. So it’s almost like thinking, “Why do you want the publicity?”
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And there are lots of reasons why, so it might be that you want to use it to help with a funding bid. You might want investors, you might want to be seen, to be really proactive in terms of those things, you might need more clients. Or you just want a dopamine hit! You might just feel good because actually, even I still do it, and I’m like, “Oh that’s great,” there’s a dopamine hit because it is a validation in a way, but it’s also that I’m able to share what I know and how it can help somebody else in lots of ways and I think you can kind of take that as a feel-good element of your business. Once you’ve done it, once you want to do it again, so it becomes like this kind of this self-propelling beast in a way.
Alison: And it gives your business so much flexibility and freedom because you can do the four day of week at a certain price point forever and you may be completely happy and that is amazing if you’re fully booked and you keep going, but you also may be able to reduce down to three days a week and bring in an online program but you do need an audience for that so the bigger your audience the more you’re known, the more choices you have in your business, where you’re never locked in to only being able to do for example four days a week in your brick and mortar forever.
Natalie: Yeah! And it’s that kind of it’s the amplification. It’s kind of like, I often say to people, “What do you want to be known for?” And that’s fundamental to every element of your business. So for example with the hip thing, I don’t want to be known as the hip lady anymore. I did such a good job and now if someone’s budgie has a hip problem, they come to me and I’m like, “Oh I don’t,” so I unpick that, but really thinking, “Is that what you want to be known for? As a pain-free osteopath?” You went to reflexology or supplements or training or whatever that thing is because if you keep that, you kind of keep that in mind for all parts of your business. So it’s very much that holistic approach. We’re not kind of tacking it on at the end being like, “Oh well where does that fit actually?” It’s fundamental to everything you do, everything you say, every networking event, everything that you put out on your social media. Does it still go back to the thing I want to be known for when I’m in the press?
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Alison: Yeah, I love that.
Question to Natalie: So if someone is just getting started with getting into a publication or writing an article or a quote or even getting on that first podcast being a guest for a podcast or getting more podcasts, what are some suggestions you have for them to get started or get more opportunities like that?
Natalie: I think you can you can start by literally making a list. What are the things that you’re going to talk about? So being prepared. What are those things in terms of your area of expertise but also as an entrepreneur and as a business owner because they can weave into that story as well. Is there that element in your personal life? So maybe the way that you get ready to work with a client as they go run on the beach and you have a swim or you deal with your own mental health by meditating. So all those kinds of things that make up the story. And then also consider what you don’t want to talk about. Do you want to talk about your marriage or your children or have your children’s photographs in the press? So having a very kind of clear idea of what you can talk about, how you’re going to talk about it, and some boundaries as well.
And then the other key thing is thinking about your clients or your ideal client and starting to work out what media do they consume. Because someone who works for example with teens in university, they’re going to consume their information in a very different way from women who are going through menopause. We want to conserve our energy and use our time and our energy in the right places. So I quite often say, just start with five places, because otherwise we have this overwhelm of like, oh it could be on Ombioga, An Elephant Journal, and then I want to be on Medium and Forbes, and then it’s just too much.
Bring it back into five. Five places where your ideal clients you think or you ask them on Instagram poll in your newsletter, where do you find your news? Where do you find out about the latest trends and just trying to tap into that rather than either taking that kind of scutter gun approach or overwhelm so you do nothing.
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Alison: Yeah, exactly. It’s better to start somewhere and just take one step than do nothing at all.
Natalie: And then seeing, has your friend got a podcast? That’s relevant. Is your neighbor a presenter on a local tv show or radio station? Have you got do you know someone with a blog? So almost taking especially if you’re feeling slightly hesitant because the press aren’t out there to get us. There’s this perception of like oh, it’s a bit dangerous they might turn my words around. They’re not because if we think about how much content there is in the world, they want new ideas. They want fresh voices. They want opinions. So the opportunities are there. I think we just have to be quite clear where do we want to be seen. And by having those elements in place before you get started, you can get started.
Alison: Yeah! I love that and you never know where one opportunity might lead to the next and so forth. For example just today, my family, we’re getting photographed to be on a cover of our local Magazine, it’s a really pretty glossy magazine and I have no idea how they heard about me. They just reached out to me and they said, “You know Alison, and we’ve heard of you, we’d like to feature your family in the Encinitas Magazine, when can we schedule a photo shoot?” and I was like, “Oh sweet!”
Natalie: That’s amazing! Because it’s kind of like thinking well, so first of all, you’ll feel relaxed because you’re in a familiar environment then you know that they found you, that makes you feel good, and then you think, well actually if we’re in there, people see me locally, that’s local clients. And then clients will tell more local clients, so it kind of comes along but you’re so right because people, we sometimes think or people can sometimes think, well, no one’s listening. No one’s looking, no one’s watching, although we worry that they’re looking, listening, and watching, so it’s a bit of a paradox really, but yes people do watch, they do take notice, and it’s amazing really because you will have researchers or interns kind of looking and scouring new site, seeing what’s going on.
It’s funny because I often say to people, the person looking, they’re not going, “Oh, well, we need to find that person and hound them until we get them because we’re not the beckons, we’re not Tom Cruise,” but there is that element as your profile rises, that the opportunities will be reactive as well. So they will come and find you and I think that’s the thing. It’s a nice feeling when they start to come to you.
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Alison: Yeah, my daughter’s very excited about it because she goes, “Oh mommy are we going to be famous?”
Natalie: And that’s so nice, isn’t it? Because you think, I’m so used to it. They were fine when they were younger but now, they’re teenagers and you don’t want to be part of mom’s game so, but that’s so great! And then once you’ve got it, you can use it to your advantage, and maybe I don’t know, just as advice, one when they’re there and you could be like, well would you like me to contribute regularly? could you get a column? Could you start –
Alison: Oh yeah. There we go. I like that!
Natalie: That’s why it’s about relationships because you’re like, you’ll do that one thing, it’ll be a really nice experience, hopefully they’ll give you some photos afterwards that you can use as well and then you can kind of build it that you’re in there all at once and that’s what we want. We don’t want this one hit wonder experience with the media. We want to do it again and again so that people keep seeing you, and it’s like, well they must be good if I keep seeing them. There must be something there. Because these people keep giving this personal recommendation on their platforms.
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Alison: Yeah. Yeah, exactly. It builds that trust. And it’s not that hard to find. I remember when I had my brick and mortar prior to the pandemic, I think it was weekly or monthly, I can’t remember, but a column in our local newspaper, their online publication for it, and it did it brought immediate expert authority energy and the funny thing is, I thought it was going to be, I had the idea and I thought it was going to be really hard to find, like I thought there’d be a lot of people clamoring to write consistent articles and ends up is like that publication with, they were actually looking for someone to write in the health and fitness wellness space, they were looking for person to consistently contribute and I just happened to reach out and they’re like, “Oh, thank you so much because we’ve been actively looking for someone,” and I was like, wow that blew my mind! I thought I would have to like kind of fight for my position, but people need to hear from your voices.
Natalie: Yep. Yeah, they do! And it’s nice to have because, if you imagine, if you read the local paper or it’s always the same person, must be, but it’s that thing isn’t if you don’t ask, you don’t get! If you don’t put yourself out there, they won’t know you’re there. So it’s that kind of, if you can be a bit brave because I know for some people it feels uncomfortable because it’s something that you’ve not done before so someone’s like, well if you go for a spin class the first time you get on that bike is it’s not going to feel so great. Sure, but if you keep going and you get used to it and you become more confident, then you can try more gyms. So it’s a bit like this ripple effect of what you want to do but again, make sure that it’s the right place and you’re comfortable with what you’re talking about!
Alison: Yeah! I love this! So much gold here.
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Question to Natalie: So with all this Natalie, what would you say, where would you say that they should start? What is that first step?
Natalie: You can download a press kit from my website.
Alison: Okay. There you go! Where can they get that?
Natalie: natalietrice.co.uk. So it’s kind of like, that gives you those fundamental points that I’ve talked about and then go and have a look in those magazines. Go and look on that website and see who can you find that writes there? Is there an e-mail address? Can you follow them on social media? And then it’s a case of, we talk about pitching. We pitch anything, don’t we? I pitch myself to you about the podcast. We pitch ourselves all of the time. But with a journalist, you’re essentially saying, “I’m here! I’m here. I’ve got this to offer. Would you be interested?”
So exactly like you did when you had your brick and mortar. And they needed you so it’s a bit like going to a networking event, you go, you don’t know anyone, and it takes a while to kind of get to know them and they get to know you and you build up that rapport. So it’s exactly the same and some people say, well, they didn’t come back to me. That’s not unusual. So we just have to kind of be quite resilient. You can follow up not too many times, maybe once, twice at the most, and then just think, okay, there’s more things, there’s more places and just keeping your pitches quite succinct. They don’t need reams and reams and reams of e-mail or attachments or anything like that. Literally just kind of very much highlighting who you are, what you do.
It might be that with your piece was there a particular part of the publication where you thought I would fit or I could offer that, so it might be that. That they see a website like, I don’t know, shape.com. They regularly have recipes. So someone might be a nutritionist and she writes regular recipes for her clients and she could kind of pitch herself as Sandy, she works with perimenopausal women. She knows that they cover lots of recipes with organic food. Would they be interested in a piece from her about better eating in the summer?
Alison: There you go. Perfect!
Natalie: You know, that’s it! That what we’re saying.
Alison: Yeah, that’s what I found, what it was quick and easy health and wellness tips to incorporate into your day, and day-to-day for like the average person.
Natalie: Yeah, relatable. I think we’re so close to it that we think, well everyone must know this, but they don’t! That and you know, and that’s the thing and someone might be looking at how can they get 10,000 steps in their day? How can they get beach ready? How can you know, there’s all these things which you’re probably already doing. Well thinking about things like, well, what’s the thing your client asks you the most? Even though people will say to me, how do I press release? Kind of like this thing that feels very alien and difficult whereas actually it’s not. It’s just a penny so it’s that kind of thing and then also just setting aside some time of saying, well once a week on even if when you go to the grocery, go and do your grocery shop, and say when I’m in the supermarket then I will look at the magazines and just see if I can find one place.
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Alison: There you go. I love that!
Natalie: Buy the magazine, take a picture of the magazine, if you look inside the magazine usually at the first couple of pages there’s the information, the jargon is it’s called a masthead, but there’s information and it actually gives you the people who work on the magazine.
Alison: Like the editors.
Natalie: Yeah! Editors, features editors, the news reporters. All those it’s all there. It’s just a case of a little bit of investigation and you can find it or you look through and you think, okay, well, Carol always writes about this thing and her e-mail address is there so I’m gonna reach out to her and see if she’s interested, or she’s local. Maybe she’d like to come and try our day spa or our yoga class or come on our retreat because if they experience you in some way as well, they can add to that personal recommendation of I thought I was never going to be flexible enough, but Sonna showed me how to get into a downward dog and out again.
Alison: Yeah! I love it! So much gold here.
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Question to Natalie: So Natalie, thank you so much for your time today. What are some parting words of wisdom to the wellness entrepreneur that does want to get their business more visible?
Natalie: As always, I think, believe you belong, believe you belong the publicity table, and just look how many opportunities out there. Look at other people who are doing it for inspiration, not for comparison, not for imposter syndrome, but just believe you have something to offer. Someone out there is looking for you and if you were on the Cosmo website or Grazia or Mariclair or wherever it is, and they just happen to see you, you could potentially change their life.
Having that inner belief that you can do it and then when you do, I had a client the other day I was teaching in the evening and then in the break, this particular client, and she messaged, she said, “I’m only on this website on the magazine’s website, but have a full page in the magazine.” And I feel like you know, you feel like the proud mother. I’m like, just amazing! Because when she came to me, I think she didn’t quite believe and I’m like,
“No no, no! Go follow up!” And she’s like, she came back and said, and it’s beautiful impact for her business. She shared it in the membership and other people, someone else said, “Oh I’ve been following you for ages!” And she was like, “Oh I’ve been following you, and I was gonna do one of your courses,” and you’re like, it really kind of unites and brings people together.
Alison: Yes. I love it.
Natalie: It’s amazing! So I really love that! When I actually see people and then they’re like, “Okay, I believe I can,” believe you can before and then it starts to happen.
Alison: Yes. That is the key. It really is.
Natalie: And if you know, you see other people my thing is, if they can do it like, like Amy says, “If they can do it. I can do it.” Why not you?
Alison: And I’ll just clarify, she means Amy Porterfield. Natalie and I met in Amy Porterfield’s world.
Natalie: And she says that, doesn’t she? Says if they can do it you can do it. And it’s that thing. I always see people as kind of inspiration. Well, I really would love to be in Forbes and one day, it will happen because they have space. It’s there and we just have to keep working. But I think if you pitch once say like no, it’s never going to happen, And it’s like asking someone I’ve not done it for a long time because I’ve been married for many many years but asking someone a date. Well, if the first person doesn’t say yes, are you just going to stop? No, you gotta keep going, believe, you gotta keep going! That is my thing: believe you can do it and you will.
Alison: Yeah, I love that! Same is true for your business. Like, you just have to believe that it will be successful and keep going and it will be.
Natalie: And it will be. Yeah. Because if we don’t try we will never know.
Alison: Exactly. Well mention again where they can find you and get that press kit.
Natalie: It’s press kit. So natalietrice.co.uk. So obviously you can tell I’m in England, but a simple I think natalietricepr on Instagram. And I have a book, one of my books is called PR School. It’s on Amazon. And that is a gentle kind of almost self-help believe you can do it and you can. Takes you through everything, with templates and all of those things. So just go start reading, or download the press kit, send me an email. I’m always happy to answer questions, especially if you don’t know where you should be. I usually know where you should be.
Alison: Awesome. I love that. Well, thank you so much for sharing your time and all this wisdom.
Natalie: Thank you so much for having me. It’s been absolutely great!
Important Pages to Visit:
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