One tip on working smarter, not harder

It is unfortunately true that as you are in the early years of growing your business, you are probably going to have to work hard no matter what all the maxims say; but there are many areas where you can be very strategic – and smart – about your marketing.

Think of how long it would take you to build a large following on social media, increase subscribers to your newsletter or ramp up visitors to your website. It could take years of plugging away following others, engaging in conversations that might lead nowhere, paying for premium subscriptions that add a sliver of incremental business. But what if there were an easier way?

If you post a blog on your own site, perhaps a few thousand people see it.

But what if tens of thousands or hundreds of thousands read or heard your story? If even a small portion turned over into paid business, you can see the extraordinary results you could achieve.

So how do you do this? By leveraging the audiences of other platforms where the work to grow followers has already been done for you.

Successful bloggers, newspapers, magazines, Pinterest accounts and TV stations already have tens of thousands of supporters. If it took you a few weeks of outreach to access those platforms, wouldn’t that be more valuable than spending years trying to build the same following?

That’s not to say that you should ignore your own network. Keep building it as you normally would, but in the meantime, results can come sooner if you work smarter by accessing media outlets that have done the work for you.

While each media outlet has to be approached in a specific way, there are some general guidelines to follow:

  1. Become familiar with the content of that outlet. If it’s a newspaper or blog, read it regularly. Post comments online. Engage. Understand what kind of material they’re looking for so you can tailor your pitch to them.
  2. Make it worth their while. If you’re pitching a blogger, offer a free service if you have one or offer to cross-promote their material. If it’s a newspaper editor, direct your pitch to a specific section or column that you know they need to fill. It it’s a radio station, refer to a particular show in the lineup explaining how your content will be a benefit to their audience.
  3. Make the request personalized. An email calling someone by name, referring to specific content or a particular section will show them that you’ve taken the time to get to know what they do and what they might need. This has far more influence than mass emails.

This is just the tip of the iceberg when it comes to leveraging other media’s audiences. For free resources and upcoming courses, visit

Baila Lazarus

Media Expert

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