Mick Unplugged: Lauren Cabela on The Power of PR for Solopreneurs & Entrepreneurs

Release Date: November 21, 2024

In a compelling episode of "Mick Unplugged," host Mick Hunt sits down with PR luminary Lauren Cabela to unravel the intricate relationship between public relations (PR) and branding, especially tailored for solopreneurs and entrepreneurs. This in-depth conversation not only highlights the strategic importance of PR over traditional marketing but also delves into personal empowerment, the essence of authentic leadership, and actionable strategies for business growth.

1. Diving Deeper: From 'Why' to 'Because'

The episode kicks off with an exploration of the podcast's core philosophy: moving beyond the conventional 'Why' to uncover a more profound driving force—'Because.' Lauren Cabela eloquently articulates this distinction:

"I love that we go deeper than the why. Because if I would say the why, I would say, you know, I do this because of my kids, right? But the because is much deeper than that. [...] it hurts because I do care so much, not only about them, but their businesses."
(00:09)

This conversation sets the stage for understanding the intrinsic motivations that fuel sustained passion and commitment in both personal and professional realms.

2. PR vs. Marketing: Redefining Priorities

Mick introduces a pivotal argument: publicity and PR are more crucial than marketing for long-term business growth. Lauren defends the vitality of PR with conviction:

"When people come to me and they say PR is dead, TV is dead. I'm like, I thank you for saying that. Because it's not."
(00:42)

Lauren challenges the contemporary dismissal of traditional media avenues, emphasizing their enduring reach and impact. She underscores that while marketing often targets a finite audience that can dwindle over time, PR has the capacity to exponentially scale a brand’s visibility:

"Publicity is what takes your viewing from 100 to 1,000, 1,000 to 10,000, 10,000 to 100, 100 to 500, 500 to a million."
(08:03)

Mick concurs, highlighting that PR fosters sustainable growth by consistently attracting new audiences through earned media, as opposed to the often fleeting engagement seen in direct marketing efforts.

3. Strategic PR: Actionable Tips for Solopreneurs

Lauren provides a structured approach for solopreneurs who recognize the importance of PR but may feel constrained by limited resources. She outlines three strategic tips essential for leveraging PR effectively:

a. Establish a Sales Funnel with a Free Offer

"Tip number one should be that they should set up a sales funnel with a free offer and get people into their email list."
(26:07)

Lauren emphasizes the importance of creating a compelling and valuable free offer that addresses the specific needs of the target audience. This not only builds an email list but also establishes a foundation for nurturing potential clients.

Mick elaborates on this by stressing the necessity of aligning the offer with the brand’s message:

"Have something that people need. [...] It doesn't have to be something grand. It could be a guide. It could be five tips that they can implement every day."
(28:33-28:40)

b. Define Your Brand and Target Demographic Clearly

"Tip number two is really clear on what their brand is and what their brand is not. Who is their target demographic?"
(26:07)

Understanding the brand’s identity and its target audience is crucial for crafting messages that resonate. Lauren advises solopreneurs to delve deep into their brand's core values and the specific pain points of their ideal clients.

She further explains:

"You need to understand what your brand is and what it isn't... what keeps them up at night... what makes them excited and what their goals are."
(28:38)

c. Write a Thought Leadership Book Aligned with Your Brand

"Tip number three, write a thought leadership book and include that thought leadership book in that sales funnel."
(26:07)

Lauren advises against writing memoirs unless they directly solve the problems of clients. Instead, she recommends creating a book that establishes authority and provides actionable insights relevant to the target audience.

"If you're a dentist and you want to speak at dental conventions, then you should write a book about scaling a dental practice."
(30:51)

This strategic alignment ensures that the book serves as both a credibility booster and a marketing tool.

4. The Personal Journey: Empowerment and Resilience

The conversation takes a deeply personal turn as Lauren shares her journey of overcoming personal and professional challenges. As a single mother of four who successfully navigated a divorce, Lauren discusses how her ambition and success impacted her personal life:

"One of the biggest reasons why I got divorced was because the more successful I got, the more difficult it was for my ex-husband to handle my success."
(33:51)

Despite these challenges, Lauren harnessed her resilience to build a seven-figure business centered around empowering women. She highlights the importance of self-belief and surrounding oneself with a supportive network:

"I've got to believe that anything is possible as long as I just keep on moving. And so whenever I get knocked down, I get back up twice."
(37:25)

Lauren's story serves as an inspiring testament to the power of perseverance and the impact of fostering a supportive, female-centric workplace.

5. The Symbiosis of PR and Marketing

Returning to the strategic discussion, Lauren elaborates on how PR and marketing complement each other:

"PR and marketing work really, really well together... PR is a way that you can control the narrative."
(12:06-12:14)

She explains that while marketing targets existing audiences, PR ventures into new territories through earned media, thereby expanding the brand’s reach organically. This synergy ensures that marketing efforts remain effective by maintaining a steady influx of new audiences through PR-driven exposure.

Mick reinforces this by sharing his own experience of shifting from a limited LinkedIn presence to a broader Instagram and podcast platform, illustrating how PR played a pivotal role in transforming his personal brand into "the voice of Modern Leadership."

6. Empowering Others: Building Confidence and Community

In the latter part of the episode, Lauren shifts focus to empowering listeners, particularly women, to take charge of their careers and personal growth. Drawing from her own experiences, she emphasizes:

"You don't have to wait for other people to give you permission. You can just go out and do it yourself."
(37:11-37:25)

Lauren advocates for building a supportive community, investing in personal development, and taking bold actions even before self-belief fully solidifies. Her message is a rallying cry for listeners to embrace their power and pursue their ambitions with confidence.

7. Conclusion: Connecting and Continuing the Journey

As the episode winds down, Mick and Lauren express mutual admiration and reinforce the episode’s key takeaways. Lauren shares her contact information, encouraging listeners to connect and engage:

"The agency is at leveragewithmediaPR.com and same on Instagram. My personal Instagram is laurencobello."
(37:57)

Mick concludes with an empowering reminder:

"Remember your because is your superpower. Go unleash it."
(38:50)

Listeners are left with actionable strategies and an inspirational narrative, equipping them to harness the power of PR and their intrinsic motivations to achieve meaningful success.

Notable Quotes with Timestamps

• Lauren Cabela (00:09): "I love that we go deeper than the why. Because if I would say the why, I would say, you know, I do this because of my kids, right? But the because is much deeper than that."

• Lauren Cabela (00:42): "When people come to me and they say PR is dead, TV is dead. I'm like, I thank you for saying that. Because it's not."

• Mick Hunt (08:03): "Publicity is what takes your viewing from 100 to 1,000, 1,000 to 10,000, 10,000 to 100, 100 to 500, 500 to a million."

• Lauren Cabela (26:07): "Tip number one should be that they should set up a sales funnel with a free offer and get people into their email list."

• Lauren Cabela (33:51): "I've got to believe that anything is possible as long as I just keep on moving. And so whenever I get knocked down, I get back up twice."

• Mick Hunt (38:50): "Remember your because is your superpower. Go unleash it."

Final Thoughts

This episode of "Mick Unplugged" offers a treasure trove of insights for entrepreneurs and solopreneurs striving to elevate their brands and achieve sustainable growth. Lauren Cabela’s expertise in PR, coupled with her personal journey of empowerment, provides listeners with both strategic tools and motivational inspiration. By emphasizing the symbiotic relationship between PR and marketing, and advocating for a deeper understanding of one's 'Because,' the conversation empowers individuals to not only grow their businesses but also to lead with authenticity and purpose.

Connect with Lauren Cabela:

• Website: laurencabello.com
• Instagram: @laurencobello
• Agency: leveragewithmediaPR.com
• LinkedIn: Lauren Cabela