We’ve had this interview up our sleeve for a while now because we knew it would blow you away. Brigitte Lyons, the mastermind behind Unfettered Ink, sat down with us to shared her story of corporate PR to entrepreneur. Not only does she talk about how she successfully made the transition but she gives out some trade secrets that you can use for your next product launch to get the attention you deserve.
Would you mind sharing a little bit about yourself and your business?
Sure! I give micro businesses tools to amplify their voice in a media landscape that often feels dominated by big industry. Before founding Unfettered Ink, I spent a decade working for corporate clients at top PR agencies. In the process, I learned how a movement was organized from the ground-up, battled a governor and won, and worked with top-tier media like CNN and Bloomberg.
Now I share everything I know with creative business owners, visionaries, artists and makers — showing how you can use the media to spread your message. You can get a taste in a free video series, where I answer common questions about getting covered by the media.
When you made the leap from corporate to entrepreneur, were you frightened? Did you have take any steps prior to ensure a smoother transition?
I was ecstatic. When I first decided I wanted to strike out on my own, I wasn’t in a position to make the leap. I knew I had more to learn, and I wanted to have a nice cushion in my savings account. So I spent 3 years plotting and growing (both my bank account and my skill base).
At the start of that time frame, I set milestones for myself. I wanted to have a certain amount in my bank account and a responsive newsletter list before making the leap. I will admit to some hesitation as I met those milestones, so I set a deadline that felt significant. On an impulse, I signed up for the inaugural World Domination Summit. I decided that I was going to attend the conference as my own boss. I cut it close (my last day was a week before the conference), but I did it! Immediately spending time with a community of like-minded people made the transition so much easier.
You work with a lot of small business owners. Is there one mistake you see over and over again when it comes to marketing the launch of a product/service?
Yes — leaving everything to the last minute! Getting other people involved in your launch is so important — whether it’s lining up guest posts or leaking content to the most passionate members of your community. These things take time. You can’t expect your people to drop the plans they might already have for their own content to support you. Think about it: Would you want to be put in that situation?
Whenever I work with a client on their PR plans, I make sure we build in plenty of cushion. And I simply won’t take a contract if you want me to help promote an event that’s coming up in just 30 days, because I know we won’t be all that successful. While you can make fast money with a last-minute launch, you’re not going to have anywhere near the results you would get if you planned 4-6 months ahead.
What are the benefits of working with an industry insider when it comes to publicity and PR?
The top benefit of working with an industry insider is putting an end to decision paralysis. Anyone can do PR. You could pitch the media tomorrow, and do it successfully. But there’s a lot of mystique (you won’t find many books or blogs on the craft of PR), and that makes the whole process feel a lot scarier than it needs to. Working with someone in the know can get you moving.
Another important benefit has to do with the training of a traditional PR pro. Public relations is a strategic marketing discipline. We’re trained in competitive, creative environments, where people ask a lot of questions and aren’t afraid to challenge the decisions of their peers and superiors. They’re encouraged to do so! If you work with a publicist or PR person trained in that environment, you’re going to get more than checklists and 5-step plans, you’re going to have a better strategic understanding of your market and your message.
You write a lot of things for a lot of people. What do you enjoy writing the most? What keeps you in love with your job?
My degree is in creative writing, so I like to push myself. Sometimes I set a challenge like, “How can I use a metaphor to better explain this concept,” or “Do I have a personal story that will make this message more resonant?” Those challenges keep it interesting — both for me and my readers. But ultimately, my biggest rush is when a reader or client emails to tell me about the coverage they got. I’m on a mission to change the media landscape one story at a time, and I can’t do that alone.
Want more advice? Want to team up with Brigitte to grab the media’s attention and rock your next launch? Check out her website: Unfettered Ink.
Recent Comments