In this episode of Retained Trust, host Karl Hughes speaks with Aidan Sowa, founder and CEO of VelvetVoice PR. Aidan shares his unique journey from running a lead generation agency to building a thriving PR firm. He dives into the intricacies of “sales-enabled PR,” blending traditional strategies with modern tools to maximize impact. Aidan unpacks the challenges agency owners face when relying solely on referrals and highlights how PR can amplify credibility, boost conversions, and even attract investors. From authentic storytelling to leveraging cold email campaigns and staying resilient through setbacks, Aidan’s insights are a must-listen for agency owners looking to scale effectively. Tune in to explore actionable PR strategies that fuel growth and sustain trust.

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[00:00:00] Karl Hughes introduces the episode and guest, Aidan Sowa, founder of VelvetVoice PR.

[00:01:00] Aidan explains VelvetVoice PR’s focus on building authority for entrepreneurs, influencers, and businesses.

[00:03:10] Importance of PR for influencers and how strategic press coverage drives credibility.

[00:05:14] Addressing challenges in PR attribution and maximizing ROI through social media and ads.

[00:07:22] The credibility impact of PR on startups and venture-backed companies.

[00:10:09] Advantages of “sales-enabled PR” over traditional approaches, focusing on measurable outcomes.

[00:13:41] Mistakes to avoid in PR campaigns, including overuse of press releases and poor messaging.

[00:16:03] Trends in PR for 2024, including the role of authenticity and the pitfalls of AI-generated content.

[00:19:10] Tools like HARO and local business coverage as cost-effective PR starting points for small teams.

[00:22:18] Aidan’s pivot from lead generation to PR during the COVID-19 pandemic.

[00:24:30] Lessons learned from early entrepreneurial challenges, including dealing with chargebacks.

[00:28:19] Scaling with cold email: Aidan shares practical strategies and tools for high-volume outreach.

[00:35:04] How authenticity and executive involvement enhance sales conversations with larger clients.

[00:43:22] Best practices for preventing chargebacks and ensuring payment security in digital services.

[00:47:18] Debunking myths around “quick success” and the value of persistence in scaling an agency.

[00:52:07] Aidan reflects on the importance of mindset, personal growth, and strategic goal-setting in entrepreneurship.

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