The Code To Winning – Episode 056

Title: HOW TO BUILD INSTANT AUTHORITY & GROW YOUR BUSINESS ("2025 METHOD")
Host: Kagiso Dikane
Guest: Nic Abelian, CEO & Founder of Another Zero
Release Date: September 24, 2025

Episode Overview

In this episode, Kagiso Dikane hosts Nic Abelian, PR and marketing expert, and founder of Another Zero. The discussion centers on building instant authority for businesses and entrepreneurs, specifically through strategic public relations (PR), personal branding, and leveraging media features to fuel business growth. Nic shares actionable insights, strategies for those starting from scratch, and demystifies common misconceptions about PR. They dive deep into techniques for standing out in a crowded digital world, how PR differs from traditional marketing, and ways to create ongoing credibility and trust.

Key Discussion Points & Insights

1. The Power of PR and Authority Building

• Nic’s Background: Grew a previous company to $35M/year using the full spectrum of traditional and digital advertising, but credits PR and media features as the biggest differentiators for scaling.
  • "One of the best investments was getting those 'as seen on' logos, building our credibility, setting us apart from the competition, and being able to charge more and stop competing on price." (00:00 & 03:33 Nic)
• Why PR Matters: PR (media features, third-party validation) builds trust and authority; it’s not a vanity metric, but a powerful sales tool when leveraged correctly.
  • "PR makes a big, big difference." (00:44 Kagiso)
  • "If leveraged correctly, it does so much more than just being a vanity trophy." (07:50 Nic)
• How Personal Branding Drives Growth:
  • For beginners: It helps establish credibility and builds trust when you don’t have an existing track record.
  • For established figures: It allows leveraging partnerships and cross-promotion to grow exponentially.
  • "It’s how people like The Rock, McGregor, Kylie Jenner, and Haley Bieber have built billion-dollar businesses almost overnight." (06:19 Nic)
  • "Best known typically beats best." – referencing Alex Hormozi (10:16 Nic)

2. Common Mistakes in Personal Branding and PR

• Not Leveraging Features: Many get featured in outlets like Forbes but treat it as a one-and-done trophy, failing to incorporate it into all sales, marketing, and even customer service touchpoints:
  • Ads, website banners, on-hold scripts, email signatures, and more.
  • "It can be a magic bullet if you use it right." (07:50 Nic)
• Being a "Hidden Gem": Having a great product but lacking exposure is a recipe for mediocrity in business.
  • "You don’t want to be a hidden gem; you want to be under the spotlight right in front of your target demographic." (10:16 Nic)

3. Starting from Zero: Building Credibility from Scratch

• The Process:
  • Identify what sets you apart and your core message.
  • Craft an SEO-optimized article highlighting your differentiators.
  • Get featured in news outlets targeting your demographic.
  • Repurpose the coverage across all platforms and marketing collateral.
  • "We find what sets you apart, why you’re qualified, write an SEO-optimized article, get it featured, and help you leverage it everywhere." (10:16 Nic)
• Tailoring Messaging: Articles and pitches are customized for the audience and outlet, adjusting for demographics to maximize relevance and impact.

4. How Another Zero is Different from Traditional PR Firms

• Transparency & Accessibility: No sales calls, clear pricing, guaranteed deliverables.
  • "I hate getting on calls just to see what the price is … no sales calls, no high-pressure pitch, you know exactly what you’re getting, and there’s a guarantee." (12:26-14:08 Nic)
• Speed & Customer Focus: Most orders fulfilled within 24 hours, social proof via reviews, focus on adding value vs locking clients in with retainers.

5. The True Psychology and Impact of Press Coverage

• Credibility via Association: Being featured in recognized outlets (Forbes, USA News) instantly increases perceived value, piggybacking off those brands’ reputation.
  • "You’re piggybacking off the credibility of an outlet people already know. It’s a shortcut for trust." (20:40 Nic)
• PR vs. Marketing:
  • PR is not for lead generation but as an authority builder.
  • Enhances all your marketing efforts by addressing trust and conversion friction.
  • "It’s not necessarily a marketing tool to get leads or clients, but an authority builder to help you get the leads and clients through other channels." (22:26 Nic)

6. The Changing Landscape: AI, SEO, and Ongoing Relevance

• AI Integration: Getting featured now also means being indexed by AI (e.g., ChatGPT), securing future relevance as user search behavior shifts.
  • "We’re focused on getting our clients’ articles indexed in AI – people will search for companies directly in AI and you want to show up." (28:46 Nic)
• SEO as a Long Game: Genuine search presence takes time, and organic authority is reinforced by owning more digital real estate (reviews, news, and multi-platform content).
  • "Whenever we get a review, we put it everywhere ... Google, Reddit, Instagram – that’s how you build your SEO foundation." (32:14 Nic)
• Media Feature as the New "Must Have": As AI-generated content inundates the web, major outlets will become more selective, making today’s accessibility a finite window.
  • "This is probably one of the last few windows of being able to get featured in news outlets so easily. Once AI content floods the internet, outlets will get much stricter." (58:54 Nic)

7. Practical Tips and Myths Busted

• Boosting Social Proof: Use every feature – leverage it in sales, website, email, even on-hold messages.
• Accessible to All: Being featured in major outlets is no longer just for Fortune 500s or celebrities.
  • "It’s not just for public companies or celebrities anymore; any business can do it now." (54:54 Nic)
• Affordable and Immediate: Their entry package starts at $97 for a feature, with a 24-hour turnaround, full social kit, and a no-questions-asked money-back guarantee if not delivered.
  • "The $97 includes research, article, outlet choice, as-seen-on banner, and more." (40:08 Nic)
• Ongoing PR: $77/month ‘subscribe & save’ option enables monthly new features, ongoing exposure, and tailored messaging as the business evolves. (52:50 Nic)
• Leveraging Facebook Ads: Don’t just boost posts – use Facebook Ads Manager for lead/sales objectives and enhance conversions with as-seen-on logos and third-party proof.

Notable Quotes & Memorable Moments

• "Best known typically beats best." (10:16 Nic quoting Alex Hormozi)
• "You don’t want to be a hidden gem; you want to be under the spotlight." (10:16 Nic)
• "It’s not about just being good; it’s about being known – credibility lets you charge more and stop competing on price." (03:33 Nic)
• "Winning means persevering through the problems … it has to be hard, that’s what makes it worthwhile." (62:04 Nic’s definition of winning)
• "Convenience is everything. You pay people to do the shortcut that you would never figure out unless you did it yourself." (19:22 Kagiso)
• "Publications aren’t a magic bullet unless you actually use them in all your marketing – it’s a tool, not a trophy." (07:50 Nic)
• "Anyone can get featured now – that’s the cheat code for trust." (54:54 Nic)
• "If I can’t deliver, 100% money-back guarantee, no questions asked." (37:27 Nic)

Timestamps for Important Segments

• PR and "As Seen On" Effect (00:00; 03:33)
• Personal Branding Importance & Myths (05:30; 07:50)
• Standing Out vs Being a "Hidden Gem" (10:16)
• How Another Zero is Different (12:26; 14:08)
• Tactics for Someone With Zero Presence (10:16; 15:57)
• Leveraging Third Party Credibility (20:40)
• AI & SEO in PR (28:46; 32:14)
• Myth: Only Celebrities Can Get Featured (54:54)
• Guarantee and Pricing Structure (37:27; 40:08; 52:50)
• "What Does Winning Mean?" (62:04)

Actionable Takeaways

• Treat Press as a Growth Lever: Repurpose every media feature in all aspects of your brand’s communications for maximum ROI.
• Invest Early: Getting featured today can grant exponential compounding as digital spaces become more saturated and selective.
• Focus on What Makes You Unique: Craft a clear, differentiated message and ensure your PR highlights this.
• Authority is a Shortcut: Save years building trust by borrowing credibility from established brands via features and mentions.
• PR Now Accessible: Entry-level, guaranteed PR is no longer reserved for large companies – every entrepreneur can leverage it.
• Commit to Consistency: Ongoing features build digital real estate, reinforce trust, and improve SEO over time.

Connect with Nic Abelian / Another Zero

• Website: anotherzero.com
• Instagram: @nicabelian (DM "CTW" or "code to winning" for podcast listener bonuses)
• Special Offer: $97 one-time feature; $77/month ongoing features.

Final Words

Winning, according to Nic:
"Persevering through the problems – figuring out solutions when challenges inevitably happen, and coming out stronger is what winning means." (62:04)

Host’s closing encouragement:
"Click the link below. $97. No brainer." (63:39 Kagiso)

This summary provides a comprehensive overview and can be used as a roadmap for implementing authority-building and PR strategies discussed by Nic Abelian. For deeper insights and specific tactics, listen to the full episode.