Podcast Summary: Ep 153 | How to Get Your Etsy Products Featured in the Media—with PR Expert Gloria Chou

Introduction

In Episode 153 of How to Sell Your Stuff on Etsy, host Lizzie Smiley delves into the transformative world of public relations (PR) tailored specifically for Etsy sellers. This episode features a compelling conversation with Gloria Chou, an award-winning PR expert who specializes in helping product-based businesses gain media traction without the hefty price tag often associated with traditional PR agencies.

Meet Gloria Chou: Breaking Barriers in PR

Lizzie introduces Gloria Chou as a dynamic guest who reached out via Instagram to discuss making PR accessible to the broader community of small entrepreneurs. Gloria’s mission is to demystify PR for Etsy sellers, enabling them to secure features in gift guides, articles, and even television segments without relying on big-name PR firms.

Gloria’s Journey into PR ([03:24])

Gloria shares her unconventional path to PR, revealing that she initially pursued a career as a U.S. diplomat after earning a master’s degree in international relations from Columbia University. However, she soon realized that the bureaucratic nature of diplomacy stifled her creative spirit. “I just think I am a creator and I'm someone who likes to kind of make my own rules,” she explains ([05:19]).

Undeterred by repeated rejections from traditional PR agencies—she applied to over a thousand jobs without success—Gloria took matters into her own hands. She began cold pitching to journalists, leveraging online research to find contacts, and refining her approach through trial and error. Her persistence paid off when she successfully secured media spots for her first client on platforms like CNBC and the Wall Street Journal. This hands-on experience led to the development of her proprietary CPR Pitching Method, designed to help other female product owners achieve similar success ([05:56]).

The Power of PR Over Social Media ([09:46])

Gloria emphasizes that PR can be more effective than social media influencers and paid ads in driving sales, traffic, and SEO for Etsy shops. She highlights the value of earned media—publicity gained through efforts rather than paid promotions—as a credible and authoritative means to boost an Etsy business. “Earned media has the most credibility and searchability,” she asserts ([15:13]).

Crafting an Effective Pitch ([18:09])

A significant portion of the episode is dedicated to understanding how to create pitches that catch a journalist’s attention. Gloria outlines her CPR framework—Credibility, Point of View, and Relevance—as the cornerstone of a successful pitch. She advises Etsy sellers to:

1. Start with a Compelling Subject Line: Craft subject lines that mimic article titles, such as “Best Eco-Friendly Gifts for Bath Loving Moms” or “Top Stocking Stuffers Under $20 for Kids” ([20:09]).

2. Establish Relevance: Begin the pitch by addressing current trends or seasonal needs. For example, “Now that it's back to school, parents are looking for X, Y, and Z for their kids” ([20:10]).

3. Present a Clear Point of View: Highlight how your product addresses specific problems or trends. “Here are three ways our product solves [specific problem]” ([20:10]).

4. Build Credibility: Conclude by establishing your authority, whether through personal experience or previous media features. “I am a mompreneur who saw this problem firsthand and created this product” ([20:10]).

Gloria stresses the importance of keeping pitches concise and focused, avoiding lengthy autobiographies, and instead providing essential information such as product availability, pricing, and shipping details. Including high-quality photos via hyperlinks rather than attachments helps prevent pitches from being marked as spam ([21:17]).

Success Stories: Real-World Applications ([26:49])

Gloria shares inspiring examples of Etsy sellers who have successfully leveraged her PR strategies:

• Minimalist Skincare Founder: A single-product skincare brand focusing on gender-neutral, melanin-rich skin was featured on BuzzFeed, significantly boosting visibility and sales.

• Zero-Waste Packaging Entrepreneur: A seller committed to sustainable packaging secured features in prominent publications like Martha Stewart Living and Apartment Therapy by tying her product to environmental trends post-COVID ([26:49]).

These stories illustrate that even products with minimal initial market presence can gain substantial media attention through strategic pitching aligned with current trends and societal needs.

Overcoming Rejection and Building Confidence ([09:06])

The conversation delves into the emotional resilience required to navigate the PR landscape. Gloria candidly discusses her personal struggles with rejection, including strained familial relationships and imposter syndrome. She shares insights on developing self-trust and the importance of prioritizing personal fulfillment over external validation. “If you just have a little bit of self-love and just a little bit of self-trust, then you can make that decision,” Gloria advises ([10:59]).

PR Beyond Traditional Media ([30:25])

Gloria dispels the myth that PR is only effective for hands-on, handcrafted products. She explains that even print-on-demand and digital products can benefit from PR by aligning with trends and pop culture phenomena. For instance, leveraging events like Taylor Swift’s Eras Tour to pitch themed products or tying digital offerings to popular TV shows can open avenues for media features and increased sales.

Closing Remarks and Resources

As the episode wraps up, Gloria offers listeners valuable resources, including a free guide on the top 10 angles for gift guide pitches and access to her masterclass featuring example pitches. She encourages Etsy sellers to embrace PR as a viable strategy to enhance their business's visibility and credibility without the need for extensive social media followings or large marketing budgets.

Lizzie concludes by expressing her gratitude for Gloria’s insights and reiterates the potential of PR to transform Etsy businesses. She encourages listeners to access the provided resources and take actionable steps toward securing media features for their products.

Notable Quotes:

• Gloria Chou ([05:13]): “Traditional PR has been inaccessible for Etsy sellers, and I'm here to make it accessible because getting into one gift guide can be absolutely game-changing.”

• Gloria Chou ([15:13]): “PR is the single best way to simultaneously get sales, traffic, and searchability.”

• Gloria Chou ([20:10]): “The pitch is not writing the story for them. It's just simply getting the journalist to respond.”

• Gloria Chou ([26:49]): “You can pitch around, like, best swag or best jackets or best glitter things to wear for a Taylor Swift concert.”

Conclusion

Episode 153 serves as an invaluable resource for Etsy sellers aspiring to elevate their businesses through strategic PR. Gloria Chou's expertise demystifies the process, providing actionable steps to secure media features that drive sales and enhance brand credibility. By embracing Gloria's CPR Pitching Method, Etsy entrepreneurs can effectively navigate the media landscape, fostering growth and achieving their business dreams.