← The Product Boss with Jacqueline Snyder
The Product Boss with Jacqueline Snyder
723. Break Into Gift Guides Using AI: Game-Changing PR Strategies for Product-Based Businesses with Gloria Chou
00:39:32
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- [00:00]
A
This is what's so groundbreaking, Jacqueline, is that no one is talking about this. Like, literally not a single person has talked about this, especially for product owners. The fact that you're even listening to this, you already ahead of 99% of your competition who are not thinking about this.
- [00:14]
B
Product bosses from quarter one through quarter three, what they generate in that time, they can double it in Q4, you can double your business in Q4. Like, the year is not over. The year is like, let's go. Hi, I'm Jacqueline Snyder and this is the Product Boss podcast. I've helped launch and grow thousands of product based businesses, even one of my own. And over the last 20 years, I've seen behind the scenes of businesses just like yours, whether they are makers, manufacturers, artists, or food and beverage businesses. I have spent so many hours studying it all. I've discovered what makes them successful, what mistakes they could have avoided, how did they turn their ideas into a successful business, and what are the strategies that they have used to make more sales and be discovered by more customers. And this is is what this show is all about. Whether you're just starting out or you're looking to become a million dollar product boss, I'm here to give you the permission to chase your dreams no matter how big or small. All you need is the right mindset, a little courage, strategy and support, and you too can be the next million dollar product boss. Let's do this. Hey, hey, product bosses. Now, welcome back to another exciting episode of the Product Boss podcast. I'm your host, Jaclyn Snyder. And if you've been hanging around for a while, you know how much I love giving you actionable, real time strategies to grow your product based business. And today is no exception, we are diving into next level visibility strategies with one of our absolute favorite PR experts, Gloria Chow. Now, Gloria is a PR powerhouse and the pitch queen who's helped thousands of small businesses get featured in places like Forbes, Vogue, and Good Morning America without even having to hire an expensive PR agency. Now, she's been on the podcast before and her approach just works especially for product based business owners like yourself who want to be seen beyond social media and want to get in front of more eyes. Now here's the best part. In this episode, Gloria is breaking down some truly groundbreaking PR strategies for those of you who are wanting to get in front of other people. And we're going to talk about using AI tools, getting into gift guides, and creating timely pitches that get to be seen right now during the busiest sales season and the holiday season. So whether you've got a holiday product line ready or you just want to try and stand out without constantly having to post on Instagram, you are not going to want to miss this one. Now let's get into it. All right, my friends, we are back with another episode of the Product Boss podcast. So excited that you are here. And, oh, my goodness, can you even believe it that we are, like, so feeding so fast towards the holiday season. Like, so fast, the busiest time of year for physical product based business owners. And, you know, this is the time that, like, the Product boss really switches gears to say, like, how can we be the most supportive community, the most supportive podcast, the most supportive in all of the things to help you really crush it this holiday season. So I'm so excited because I get to have a very, very special guest that I bring back to you all. Here she is. Um, she works with. She works the product bosses. Like, I have so many students that are students of yours as well and that, you know, are crushing it when it comes to the PR game. She's been on the show before. She's come in and talked and coached my groups, and so I'm really excited to have Gloria Chao back on the podcast. Welcome back to the Product Boss.
- [03:35]
A
Hey, thanks for having me, Jacqueline. What a crazy season this is going to be, right?
- [03:39]
B
So why do you say that? Let's, like, jump right into the meat and potatoes of it. All.
- [03:42]
A
Right, Well, I feel like, listen, Q4 is always crazy, but now with everything that's happening with AI and just in the world, I don't know if it's just me, but doesn't it feel like time is just so fast? I feel like there's so much change happening on every level. Right? So, for example, one big thing is SEO. And you've heard about this, how SEO is changing more in the last year than in the last 10 years. And in this episode, I'm going to share what has changed in the way that I do PR that has. I have not done in the last four years. So this is what we're sharing here is brand new in the last three months alone.
- [04:19]
B
And it's like breaking news.
- [04:20]
A
It's breaking news. No one's doing PR this way. So if you are multitasking, I highly recommend you to tune in because this is. This is kind of groundbreaking in many ways. No one has used these AI tools, these free AI tools, simple tools to get featured before. I was like, yes, Gloria, like, you know, I heard your previous episode. It's amazing. But, like, I'm busy, I'm wearing all the hats. Well, now you have no excuse because with the PR tools, I'm going to show you they are free. By the way, you literally go from staring at a blank screen to getting your pitches out in less than five minutes.
- [04:50]
B
So good. I mean, and that's the thing. I think we're, we're at this cusp right now of technology. I remember when I started my business back or when I started my consulting business where I was developing clothing brands back in 2006, 2007. I remember telling my students back then, they're one on one clients. And I was like, you need to go get your domain. And I was like, go get a landing page, get a domain, go get your name. Right? And people were like, I don't understand this whole website situation, right? Like that's how long I've been around. And so what's fascinating now is how fast we're moving, like the speed in which technology is happening. But also it's like, we need you all to hear this and get on the train now because as you start to learn and as it starts to speed up, you're like, yeah, I know that, I know that, I know that I get to do this, I get to do it faster. And what I love about it is while I think working with you and being in your programs is so important because you understand pitches and seasons and, and especially in this season where product based business owners, like, if they get into gift guides, when they get into gift guides, when they get these features, not only does it get you in front of more eyes, right? Which I know so many of my students, they want to be seen, they want to sell more, they want to get in front of people, they want to be discovered without social media, right? And that's exactly what you teach. It's like we want to get into the gift guys, we want that visibility and what you're teaching here, Gloria, like we're going to give them like the, the like these free tools to really start to plug and play will be. How do they even go deeper? Like right now I was talking to Nancy of Nico Bags this morning. I was coaching her. She's a one on one student. She's in the sales accelerator, she's in the collective. She's in like all of my programs. I'm so blessed to work with her. She's like, yeah, I'm getting ready because I've got another like feature coming out today. She's had four or five features in the last like three or four weeks that are blowing up her business in support of you and in support of me that we're just like really like tag teaming this small business and watching her explode. So I think this is going to be such a good takeaway episode. So everyone, you know, like you said, like, you stop doing what you're doing, get out your notepad, let's go. So let's dive in. So, all right, first, before we jump in, why are gift guides? Why is press important to people? Like, do people say to you, like, well, I've just got social media, I'm just going to do that? Like, why do I need press or what? Or do I need a publicist for this? Or we don't know enough, like, why, why does this matter? Why does press matter?
- [07:06]
A
Yeah. Well, first of all, thank you for what you said about Nancy. I think you and I are like PB and J. Yeah. Because the people in your community are so amazing and then we, we help them in different ways, but very complimentary ways. So thank you for that. You know, before, if you thought social media getting seen was hard, it is harder than ever. I mean, now it's just so saturated. I always say, you know what, if you joined Instagram maybe 10 years ago, great, but now it's so saturated, your chances of getting anything seen is what, 14%, I read somewhere. And out of those 14%, what is the actual buying intent of those 14% of people? Probably very low. You don't have, you don't know if people are actually going to buy or not. They might just randomly scroll through that, you know, that video. And so with these tools, with the fact that we are so strapped for time, there has never been a better time to leverage your time better. And PR is one of those things because PR simultaneously gives you that traffic, it gives you that credibility, sales, but it also builds long term SEO. And I really think at the time of recording right now, you know, if you just think about AI, even your own, you know, use of AI in the last three months, how much is going to change in the next six months? I really do believe, and I'm not the only one believing in this, that we are going to turn to ChatGPT and Gemini and all these AI tools for shopping recommendations. So, and the reason why is because it gives us very fast results and we see AI as giving us very objective and accurate results. So you have about a three to six month window to dominate AI search and be a recommended product before anyone else does. And this is what's so groundbreaking. Jacqueline is that no one is talking about this. Like literally not a single person has talked about this, especially for product owners. So, so the fact that you're even listening to this, you are already ahead of 99% of your competition who are not thinking about this. So how do you dominate AI search? How do you get those trust signals from the algorithm so that in six months when we're only using ChatGPT, that you will be recommended? Well, PR is one of those ways. It's a trustworthy signal to the algorithm that you are a reputable brand, more than any social media post, more than any ad that you put out there, because it's a third party validation, right? And so for ChatGPT to recommend you, they want to look for these authority signals. And PR is one of them. So for all of those reasons, I argue that there's not a better way of your time for marketing than getting PR features. And I'm talking about organic earn PR features. I'm not talking about those scammy pay to play as featured in logos. Those are just fake advertisements that honestly, you're just paying a middleman for. So I'm talking about getting into a gift guide like on Forbes or Oprah's Favorite things or a well and good. And right now, at the time of recording, right? September, October, the best times all year to get featured because writers from every single outlet magazine are churning out so many of these shopping guides, gift guide roundups, gifts for her, him, luxury gifts, stocking stuffer gifts. And the barrier to entry has never been lower than right now because they are literally, that's all they're focused on. And so, no, it's not too late, Right. You can also pitch even two weeks before Christmas if you do ship at, uh, so don't think it's too late. But right now, editors are monitoring their inbox like a hawk, looking for all types of products to recommend. And now is your chance.
- [10:18]
B
Incredible. So we're so blessed and lucky that we're hearing this in this moment. And I want everyone to think, okay, you're listening to them, perfect time. And then what do you get to do with this? What do you get to do with this information? So, you know, I think a lot of our listeners, I think might be thinking, this is great, maybe I'm not ready. What do you think they need to do or be or have, like, ready to pitch to editors?
- [10:40]
A
Yeah. So one thing is you don't need a lot of followers because they don't really care. But you want to have good product photos and if it's for a gift guide, make it make sense. So if you sell a lip balm, one lip balm is probably not a great gift other than a stocking stuffer. But think about a bundle or a trio, right? You're probably not going to want to do one bath bomb, but maybe you have a bundle. So make it make sense. But also know like what kind of categories for gift guides. We have someone who makes, she actually doesn't even make her own product. She has a subscription box and she got into like 10 different gift guides. So think about how you can reuse and repurpose that bundle into various gift guides. So I'll give you an example. If you make bath and body products, you could have one of those things as a luxury gift. If it's a bundle that's, you know, more than $100. But then maybe one of those things can be a stocking stuffer. It could be something for, you know, a vegan consumer. If all of your things are vegan and cruelty free, it's, it could be something that's a self care gift for mom. So think about all the different buckets and don't limit yourself for just oh, it's a Christmas gift because there are so many different buckets. And now you might be asking, well, what are those buckets? Well, that's why the time of recording this is so neat is because there are free AI tools that tells you exactly what are the categories. And the thing about gift guides is that they're not really doing brand new gift guide categories. They're kind of just refreshing the same list as last time. So if you know that apartment therapy does home decor gifts under $25, they're probably going to do it again and just, you know, refresh the items. So here's what you can do. I use this tool called Perplexity and it is absolutely game changing. I'm like evangelical about it. It's free and I like the UX of it because it's just really simple. It's replaced by Google. Perplexity is kind of like an information gathering tool that scrapes the Internet for all of the trends, insights and data backed information. And it's different than ChatGPT because ChatGPT is more of like a Swiss army knife, a jack of all trades. I kind of use it for like information synthesis and you know, taking out snippets of my podcast. But when it comes to trends, when it comes to what are consumers looking for, you want to use Perplexity because that's what journalists are also using. They want to know what are people searching for this season. What is trending in the pop ecosphere. For example, Beyonce just had her, you know, tour. So it's a lot of like cowboy western themes. Maybe it's Pantone color of the year, whatever. TikTok trends. You can find that at Perplexity and the prompt is really simple. You open Perplexity AI and you type in hey, I am a founder and I make candles xyz. It's infused with this and that. Here's my website and it will actually crawl your website. I want to know what are the angles, what are the interesting trends that I can use to tie it into a Q4 gift guide pitch boom. Within one second it'll give you four to ten different angles and relevancies to tie your product into what journalists are looking for. And it actually gives you the data backed like, like, like research or report. So we had someone who makes canvas totes very saturated, right? Everyone makes a tote. But we were able to find that durable Parisian inspired canvas totes because people were really into like the Parisian aesthetic was trending. And so we use that and, and from Vogue Business they gave us like a, like a number that says according to Vogue business, catch all bags have increased 300% in search volume. And so we actually put that in the pitch. So Perplexity is the first starting tool to find out. Another great way to use Perplexity is to simply put here is my competition or here is another brand doing something similar. How you know, what kind of media outlets and gift guides have they been in? Give me a list of it and, and then give me the contact information. So boom, it'll give you all the places your competition has been in as well. So Perplexity is the best way to start any type of PR effort is to look for what stories are being told. If your candle would even fit in, you know, XYZ magazines and then which magazines they would be in.
- [14:26]
B
So good. I mean, you know, I think people sometimes think they have to pay for a service or sign up for something. I mean I used to pay, I don't know, five, six thousand dollars a month for a publicist that was would pitch and it'd be like long term pitch and there'd never be anything that happened, you know, and it's, it's unbelievable how much money can kind of like be spent because we know this with pr it's sort of like you pitch, you, you have to play the long game. You know, you're trying to do that. But how amazing. Especially my listeners out there that are listening to this and like, oh, my goodness. Because not only did you just give us tips for PR and how to pitch, but it also gives you tips on trend and development. So when people are thinking, like, what do I sell? I know there's a lot of makers out there that could pivot pretty quickly. Maybe, like, I sell totes, but, you know, maybe they're not selling what are the trends? And then get to do that and then they get to create press around it, right? And like you said, make it relevant. Like Vogue business said, blah, blah, blah, blah. So, so, so good. I love, I love Perplexity as a tool as well. So thank you for sharing that. So we come up with a pitch. What's next? Like, they're like, okay, I've done this. I've come up with a pitch. I found that. Found the people. Did they just like, send cold emails? Like what? I don't know, like, where, where do they go from there?
- [15:32]
A
Yeah. So PR is really simple. Don't let an agency tell you it's not. They're just trying to monetize on you. So again, I've never worked a day in my life in any PR agency. If you go back to the previous episode recorded, Jacqueline, I don't know which one it is. Put it in the show notes. I'll get. I go into it, right? Like, I've been an outsider, I didn't have any connections. And I really believe that the time is now for small business owners to just leverage what they already have and these free tools to get featured. Because I just think it's unfair that publicity is reserved for big fancy companies with big budgets. It's absolutely not true. Journalists actually want to talk to you directly. They don't feel like it's more impressive that you have a publicist. It's pretty straightforward. People are looking for products. You're sending a pitch. Yes, it's all cold pitching. You give the details of it, where it's found, maybe two low resolution photos, a hyperlink. If you have a sample, you know, if you have affiliates, like all those things, that's enough for them to just publish it. And so we have so many people who just send these pitches and get featured. They don't even know it until they find themselves on the Internet. Right. Nancy's first pitch was her first feature. So PR is two things. It's writing a relevant pitch and sending it to the right person. So Perplexity, which is a free tool Helps you do that. Now, I obviously have my own proprietary CPR framework and you can even put into Perplexity. Great. I want to use this angle for Q4. Now use Gloria's CPR pitch to write a draft of the pitch and it actually starts to write that draft for you. I don't think perplexity is great at writing. That's where I would stop and then pivot to ChatGPT. But let's just stop there. That's where you can come up with relevancy. What are people looking for? Right, so, so that's, that's what that is. I'll give you another example. With skincare, there's so many trends, but I found out that one of the trends was Korean beauty. And also things that are usually in liquid form, but in balm form. So think about like serum bombs or like cleansing bombs. Why? Because it's great to take on a trip and it's TSA approved. So that was actually something trending. And I found that out through Perplexity. You're gonna get so many ideas. So Perplexity helps you write the pitch. What used to take hours and you had to learn a bunch of stuff. You don't have to do it anymore. It does it for you. Now let's talk about who to send it to. You know, so you, you, you want to know, like, who are the journalists? And it's not going to be the editor at Vogue. It's going to be the person covering that beat. A lot of times when you see on social media or LinkedIn, if you ever see the word commerce or shopping writer or editor, it means that they are in a position to recommend products to their audience. And so, you know, we, we, we want to reach out to people who write, you know, who writes stories for that, but then also the particular beat. So if you make a wellness product, it's probably the wellness journalist or the beauty journalist, and also whoever covers shopping and commerce. So how do you find journalists? Well, there's a few ways that you can start to find it. You can also use Perplexity and you can, you can say, hey, I make this product. I want to know who are the journalists who have written gift guides that would feature something that I have in my similar price range? Boom. It'll give you kind of a short list. Now obviously in my program we have a database, but you can start there. Right? Another way, and by the way, these are free tools, is things like haro, which stands for help a reporter out. Things like source of sources, things like Substack and the first two, HARO and Source of Sources are basically you sign up for like an email newsletter in a way, and they send you hundreds of different inquiries of writers looking to interview or feature someone in the next three days. And you can kind of scan it. And by the way, you can literally put that into ChatGPT so you don't even have to scan it and say, out of these 35 inquiries, which one is focused on my product? And it'll give you that one. And then you can say, okay, well I want to reply to this inquiry. And boom, it'll spin out a pitch. And all you have to do is reply. So what used to be manual is now all done with AI. And you might be thinking, thinking, well, journalists don't want an AI pitch. Well, you're not writing the story, you're just writing the response. And so when it comes to a product pitch, it's pretty straightforward. It's okay if you use AI because you're not writing an op ed and you're not writing like a political commentary. It's really simple. So AI is absolutely okay to be used because again, you're not writing the finished article. That's up to the journalist. So just make it easy on yourself. Right? So that those are things. And Substack is a private is like a kind of like a blogging platform. And the reason why I love Substack is that a lot of the writers now are freelancers, which means that they write for multiple outlets and they want to have their own audience. So they're actually posting on their blog on Substack, saying, hey, I got assigned for home and garden, looking for best outdoor gifts under $35. Here's a deadline, here's what I'm looking for. Here's my email. And it's as easy as replying and saying, hey, I'm your Substack subscriber. Here's my product. I've had so many people get featured just with these opportunities that we are, we are finding for them. So these are just really simple, very low lift ways to get featured right away, sometimes within 24 hours.
- [20:08]
B
So what would be, you know, we're September, October, ish time, you know, we're rolling into it. What would be a cadence or if someone was like, you know, I really want to do this, I really want to get into this, Gloria, like, what would you say they should start with? So, you know, I a lot of times teachers and my sales accelerator students or my members of the collective where, you know, they might Be saying, I want to start to sell wholesale. And I kind of go through the same idea, because wholesale is the same idea. It's pitching, you know, you're pitching retailers, you're pitching buyers, and you're like, hey, this is my line. P.S. my collection. When you said bundles and you know, the sets, like, that's exactly what we teach. We teach, how do you build a bestseller bundle? A bestseller set, especially during the holidays, people are thinking gifts and they're stocking stuffers. But I would say gift guides and buyers at retailers are very similar. They want people to buy more. They're not looking for, like a quick, little easy transaction. They want to be behind something that's going to generate revenue. Because a lot of times, and you can, you can speak to. This is like, they might be affiliates as well, right? So they're gonna, they might be affiliated on the back end and then they're gonna get a percentage of sales. So they want you to win. It's like a win win for everyone. You know, with moving forward in, in this way. Like, what would the cadence be like? I don't want anyone to get overwhelmed. So it's like, should they pitch 20 people, 50 people? What would that look like as they implemented?
- [21:27]
A
So there's inbound PR and outbound pr and in our program, we are scraping the Internet for all of those and we put it in a thread, right? So the inbound PR is probably the lowest lift because the substack writer or Haro is literally saying, like, today I got three gift guide ones alone. That's saying, hey, I'm writing a gift guide for XYZ magazine. I'm looking for these gifts. And so if you sign up for Haro or source of sources, you can get featured right away doing that. That's probably the lowest lift. And now with ChatGPT to respond, it shouldn't take you more than five minutes. Now, if you want to cast a wide net and get as many hits as possible, as many eyeballs on your product and get that SEO, and you're also going to want to pitch beyond that. So that's when you want to, like, hit up all of the people who write up, you know, product, product roundups in your industry with an actual pitch. And that's where the, the perplexity comes in. That's when you are cold pitching from scratch. And perplexity does all of that for you. So I would say the lowest lift, lowest effort is to sign up for haro. Source of sources Follow a couple of journalists on subsack and in our program, we have a, like a list of all the product people and then just put into ChatGPT. And every day you'll be able to see what they're working on. That's the lowest lift. And you should be able to get featured right away just doing that. And if you want to do even more, then use perplexity. Come up with a compelling pitch with the angles, the relevancies, and just send it to all the journalists who cover your industry.
- [22:41]
B
Amazing. And I, and I think what you started with, with the beginning part of people are going to be using AI to search. We already know that we're seeing this happen. I mean, AI is showing up in, integrated into Apple products. Now it's integrated into our chat. I mean, I call it Alexa lazy. Because now when I ask her for things, she's like, well, do you want me to ask ChatGPT for that? And I'm like, come on, Alexa, like, you should be able to do this yourself, you know. But it's like it's AI is going to, like you said, it scrapes the Internet, it gathers all the information and puts it together. So I, I use that this weekend. Like when I was thinking, like I was in Austin, Texas, and I was like, where should I go? Where should I take my kids? What should we do? And it's so knowing. I think long term, a lot of the technology is going to get right now. You know, there's perplexity, there's ChatGPT, but the technology is going to start to meld or be more similar to each other. Like there won't be one versus the other. There's going to start to be this, like, combo because it's like meta, right? Anytime something trends are like, well, let's take that idea and build something new with it. So it's so important, I think, for listeners out there to think about. You want to get in on, like Gloria said, like, not only for the season, not only for more sales, but to be ahead of the game. So, so when AI takes off the same way that the Internet took off and like, SEO became relevant because like I said, when I started my business, you know, 20 years ago, people weren't online. So I had incredible SEO just because I was one of the first people to jump in. So people are always like, oh, if I, you know, if I was on Instagram when it started, I'd have so many more followers. The algorithm, great. This is the time Gloria is literally telling you that here in this, in this podcast that you're Listening to, it's like, get in on this. Because AI, which is going to start to take over how people search for things, how people gather information. This is the time that you get to be ahead of the curve and get in at a point where, like, it will lower the need to depend on social or on ads or, you know, it's like word of mouth. And the word of mouth that we're going to take is. Is AI, right? AI is going to tell us what we need to know.
- [24:46]
A
Yeah. The great thing about AI is, and I think the reason why it's going to catch, is because when you're googling for something, you don't feel like it's the objective truth. Right. You feel like it's one person's blog or an opinion. And the reason why people will get more and more addicted and dependent on AI is that it's supposed to be objective, it's supposed to be accurate. And so instead of sifting through all these reviews and blogs, it'll just tell you, here are the best 5 XYZ. And it's based already on what they. The information that they've gathered. And so that's really the power of showing up on AI search is that people. People just take it as truth. People take it as accurate.
- [25:19]
B
Yeah. So they take it as accurate. And that's exactly what you said. Like, it gathers the information into one place and we're like, okay. I mean, there's times that people will search something. Like, wait, first answer, let's go. You know, they're not even learning yet how to, like, delve into AI and say, hey, this is what I need you to figure out. Right. We are also needing to be trained on how to use these tools that are in front of us. And I think what's important and what's so impactful about what you're sharing here is like thinking through the information you can put into AI to get it back. Like, your AI is only as good as what you feed it. Your AI is only as good as the prompts you're putting in. I mean, I was with Dan Martell, who's like a genius, like, buy back your time and create so much technology and AI. And he's like, look, you either trained it or you don't. We're still going to need humans to manage, as I say, the robots. Right. But we're going to still need humans to do that. So what we don't need are certain people for certain tasks, and then one person can actually execute way more tasks. So for my Product bosses who wear all the hats. We literally wear all the hats. What's cool is now we get to wear all those hats, but without having to take the time that it takes. So I think the solopreneur journey, or a small team journey gets to be easier. We get to go faster by incorporating the human and AI. And then what you're saying is then like, let's pitch this and then let's magnify that with other humans that get to see it, audit it, see what it does, expand it, right? Get your reach, be seen by more people. And then it's like the cycle, this life cycle that then AI picks it up and puts it back in. So it's going to help you continue your reach moving forward. It's so good. It's so, so good. God, people are so. You're so lucky if you're listening right now. Okay, so what else can people do in the season for gift season? Product bosses, Are there other tools you want to share or what else can they do?
- [27:06]
A
Yeah, so one thing is install a Google News Alert, which is also free. And the reason why is because once you've taken what I've said, you're going to start to reply to pitches. And a lot of times the journalists, they don't even have time to be like, hey, it's published. They just kind of publish what they need. If you have all the different things in the email, you have photos you have where it's found, you have the price point, they have everything they need to run it in a story. So a lot of founders who joined my program, they're like, I got featured in 4 Gift Guys and I didn't even know. So install a Google News Alert and just put in your name, your brand, and then it'll ping you if you have any mentions in the media. Another great use of Google News Alert is that you can type in your industry and it'll tell you all the different, you know, articles, and it trains your brain to think in terms of headlines and subject lines. So that's really another really great, nifty.
- [27:52]
B
Little tool I'd add onto that. And say, let's say you are doing that and you're getting these, these subject lines, you get two. You could actually, if you're doing like a paid GPT, not like, maybe for Plexi as well. I don't remember if perplexity does this, but let's say you're doing a paid GPT and you get to start to build your own. Like, the cool thing about chat GPT is that it will hold. It has a brain now and it can hold information from multiple chats. So let's say you're like, hey, I just want you to learn about these different types of headlines that I'm getting from press out there and I want to be able to pitch against these angles. And you can actually feed it that information. You can feed it those articles. You're taking something that exists, putting it in. And now your chat DBT is thinking the same way as what you're getting. So it's kind of like a next level step where you're giving these tools and then we get to have the brain of AI do the thinking according to these guidelines you've given it.
- [28:43]
A
Yeah. What I love about AI is that it's not replacing us, it's just shortening the time to get from A to B.
- [28:48]
B
Right.
- [28:48]
A
So before it's like, oh, like watch a course, or like, no one wants to really do that anymore. And so what it does, it kind of just implements it for you as a system. And you can do that with what you're teaching, you can do that with pr and then it's a system you can use over and over again. So if you haven't even thought about it, start now. And one thing I will say is that I think there's been a very kind of like, complex or muddied way of like, oh, you need to, you have to learn prompt engineering. And it's like, well, you can actually just start like clicking the microphone button and start talking to it and start.
- [29:17]
B
Asking, like, we have very long conversations, me and my chat.
- [29:20]
A
Yeah, exactly. So you don't have to have a perfect prompt. You'd be like, you can be like, I want to do xyz. Can you teach me or show me what you need from me?
- [29:28]
B
Yeah.
- [29:28]
A
And so the barrier to entry becomes lower when you don't have to learn all these things first. You just start a conversation with it.
- [29:34]
B
Yeah. And you got to say, like, what's in my gap? What am I missing? What, what should. You know, you get to ask it questions like, well, you know, you would ask this question. I've even gone as far as and told my GPT to act as a prompt generator. Right. So like now you're an expert AI prompt generator. Help me program a GPT to be my pitch generator. Right. And so then you get to create this like pitch generator that you go to and every time you need to pitch it. So it's, it's learned and it's studied. Who you are. So these are all fascinating, amazing tools to speed up this process. And so if they were to take like one big takeaway from this, I know AI is going to be the thing that gets us, like you said, from A to B faster. A to B simpler. Right? A to B. Without needing to train in all the other things, what would you say is the most important reason that you would tell product bosses that PR is really important? PR is really essential. Like what, what would you back up that with?
- [30:28]
A
I think we're. It's the one thing that's checking all the boxes at once, especially when it comes to Q4 gift guides. So if you do PR, even if you just only do PR and nothing else, you will not only get the SEO that'll help you dominate AI search, and again, you have a three to six month window before it gets super saturated, but it also just increases your brand awareness, sales, traffic, all the things that you need to you before needed to do many different things for. So PR is the one thing I always say it kills 10 birds with one stone, not just two birds with one stone. And if you miss this season, you will miss out on the gift guides. You will miss out on your opportunity to get featured because they are writing so many per day and you're missing out on the window of opportunity to get found and get recommended as the algorithm is kind of figuring out what are the products. So if you miss doing pr, you're missing out on all of those. And if you start in the next six months, arguably you will have missed out on a lot of things and doesn't mean that you can't start, but you will have simultaneously missed out on the gift guide season, which is the best time all year to get featured, and the SEO that you could have gotten from getting into those gift guides.
- [31:32]
B
I so agree. I think one thing I want just to dive into mindset for a second with my listeners is that I hear this a lot. In this season we're going to be running our Rock youk Holiday Promotions challenge where we're going to help them build their promotions and there's going to be opportunities to work with me in programs and even with you working within your program. And people will say, well, this is my busy season. I'm going to wait till after my busy season. But what happens is it's an entire year again until eyes like are raining, until people, everybody has their wallets out, everybody has something to buy. Like whether you're buying teachers gifts or you're buying, you know, gifts for your Kids, your dogs for yourself. You're. You're changing over your house into the holiday season. I mean, think about all the decorations. With the explosion of Pinterest and Instagram and people sharing behind the scenes, people are all trying to keep up with the Joneses online. And so they get. They want to buy and they want to decorate and they want a gift and then buy for themselves and all the things. And so when we wait, when we wait, we actually miss out on the opportunities versus being there, ready for it. Right. It's like during. I'm going to throw out a sports analogy, which is so silly, but we'll just go with it anyways. Like, the NFL, right? Yeah. They train all season, but when it's like the season, because I think the NFL just kicked off when it's their season, you know, they are in it. Like, they are all the way in it. They're not lightening up on their coaches. They're not lightening up on. On their growth. They're not like, you know what? I'm going to actually ease off now because I'm in my busy season. I was like, no, no, we double down, we go deep. And I. What I want everyone to think about is like, how do I keep expanding my plate? How do I expand and expand more? What happens, I think, is people get overwhelmed. Like, I have so much to do. I'm so overwhelmed. But the reason that you're so overwhelmed is because you don't have exactly what you said. A system, a repeatable system, a strategy, guidelines to follow, coaches that are just like, hey, follow step 1, 2, 3. Here are easier ways to. To create it. And then you do it in that container. Where the overwhelm comes is when you're like, I'm doing all by myself. And then it's like, you're just flailing, flailing during the busy season, hoping something sticks instead of really going like, how do I get so laser? How do I make this? I always say it every year, but how do I make this the best possible season? Because product bosses from quarter one through quarter three, right, what they generate in that time, they can double it. In Q4, they can. You can double your business in Q4. Like, the year is not over the years. Like, let's go. So if you're listening to this in this moment, you want to think, like, how do I. Like, how do we just go, let's do this. Let's do this together. Let's do this in support. Let's do this with AI to speed it up and What I really want everyone to hear here is, like, you get to prioritize instead of scrolling social media. And usually, yes, I'm going to call you out. You're probably consuming more than you're posting. You're probably consuming more than you're offering. Like, you're giving and putting out there. Right. What would it look like if you got so disciplined in the season that you thought, what are my needle movers? What are the. What's the goal that I want? How do I get that goal? I need needle movers and a plan to get there. PR gift guides. Figuring out how to get seen and sold in more places. Right. By getting, you know, on a. More sales channels, doing what you said, like, bundles. It's what I teach. It's like, how do you get a bus? How do you get known for something instead of making all this stuff, stuff? This is the way, my friends. It's discipline, it's rigor, it's focus, and doing it with fun and doing it with passion. But that's the thing that you're really going to, like, explode your businesses. So I just. I want to. I wanted to, like, lean into that because I've done this for so many years now. I know. I know it can be overwhelming, but what if you did it with support, with community, with strategy, and then you're like, you look back, you know, you're sitting there at the end of the year, you're like, December 31st, you've got champagne in your hand, you're toasting. You're like, I cannot believe what I did. And I. And yes, right. Yes. I did that because I chose to be different in the doing so that I could get exactly what I wanted.
- [35:24]
A
Oh, so good, Jacqueline. I love it so much. It's exactly. It's exactly right. I think that, like, you know, 20% of the actions drive 80% of the results. I would argue right now, with AI tools, with the fact that you've cut your time down by 90%, you could even. Even leverage 10% of. Of activities to drive 90% of the results. And if I knew that, if I knew that, if I knew I gave five or 10 minutes, but it would have done what I used to take for hours. I would do that all day, every day. Yeah.
- [35:51]
B
Let's speed it up and let's do it together. So, Gloria, if they want to go deeper with you, learn more from you, how can product bosses connect and learn more?
- [36:01]
A
Totally. So I'm on Instagram. I share a lot of things behind the scenes, not just about pr, about my views and my daily life. So you can message me. ProductBoss Loria Chow PR. That's at Gloria C H O U P R. And if you DM me product boss, I'll give you an extra freebie to get you going and to get started. And then you can watch my free PR masterclass. It's the one that so many people have watched to get featured, even just by after watching that, I go through exactly what journalists are looking for. How do you formulate that pitch and how do you learn? Learn that and then prompt your AI to do it for you. And you can do that. You can access it for free at Gloria Chow pr.com masterclass.
- [36:39]
B
It's so good. I've had so many students watch it and they're like their minds are blown by the end of it. So go and watch it. It's free. And we all know that. We love to learn, especially in the season. Like, let's go. All right, my friend, thank you so much. You are just a blessing to this community and as a friend to me. And I'm just so, just so grateful that you poured in so much to us. Product.
- [37:00]
A
Same for you. You've been such a support and I just love what you've cultivated. The people in your community are just incredible. So that's a reflect.
- [37:08]
B
Oh, thanks, Gloria. Okay, product bosses, are you feeling fired up? Because I know I am. Gloria just gave us the blueprint, the step by step for how to get earned media using free tools. Even if you're just getting started, even if you don't have a big following, and even if PR has felt totally out of reach until now. So here's what I want you to take away. You don't need to hire a publicist, you don't need a massive social media following. And it's not too late to land press this holiday season. You just need a simple strategy, a standout pitch and the confidence to show up and tell your brand story. So whether it's in gift guides, listicles or AI search results, this is your chance to take control of your visibility. As always, thank you for being here and for being a part of this incredible community. If this episode has lit a fire under your booty, would you mind taking 30 seconds to leave a review or follow the show or share it with a fellow product based business owner? It helps us reach more people and create even more free, valuable content for you every single week. Until next time, keep building, keep pitching and keep going for the business that you dream about. Thank you for being here and listening all the way through the Product Boss Podcast. If you love our show and it has helped you in any any way in your business, would you mind doing two things for us? Subscribe to the show so you never miss an episode and leave us a review. Reviews help other product entrepreneurs know that this is the place to be to grow their businesses and realize that they're not alone. And we know that you all know that a five star and honest review helps you sell more products to more people. So you know that your reviews help us reach more listeners around the world. World Remember what we give is what we receive and we are all about helping each other in the Product Boss community. We are all in this together. We would be so appreciative of you if you could take the time right now to subscribe, leave a review and even share this episode on social or someone you know so we can impact more lives. And remember subscribing means that you will get notified each time we release a new episode so you never miss miss a thing. You have helped us grow and climb into the top 10 of all marketing podcasts and together we can keep climbing. Thank you friends and remember there is room at the top for all of us.