Well, Hey there guys. Welcome to my weekly Facebook live show. I'm Jen Berson. I'm the founder of generation PR, which is a full service PR and social media marketing agency in Los Angeles. And we specialize in promoting baby and kids, brands, beauty and cosmetics and lifestyle, health, and wellness, basically a catch all for anything that we think is super cool and we want to work with, um, and I'm also the creator of the profitable PR pros community and an entire suite of incredible programs, resources, and training to help you learn how to become a pitching powerhouse and then teach you how to grow and scale your own profitable PR agency on your terms, because let's be real. Why start a business. If you're not going to love it, create a business that you love and you'll be happy working every single day of your life.
And that's exactly how I feel so welcome. Uh, I love my regulars that jump on here. Live. I'm going to turn the comments on so that I can see you guys say hi, let me know who's here. And, um, such a great topic. I really wish I had a cup of water, but I don't. So this is me interesting. I always get thirsty, but, um, and my coffee is sadly, that's like the foam of the latte, which I love, but I can't get it. Um, so we love this topic around here, high-end clients and, um, you know, or we would say premium clients, a lot of people really struggle to find premium clients, willing to pay your retainer, pay what you're worth, um, clients that are, let's say, known brands and your niches, all of that. And I know this is a good topic because so many of you are on here live hi Nelson.
I'm always here every week, always so supportive. Um, so we have done this topic previously, but it's so valuable. Hey, Ashley, um, uh, these are members of our programs, you guys. So I love that. Um, you'll notice that the people that are having the biggest growth, hi Wayne, having the biggest, um, transformation, growth success in their businesses, they show up and they do the work they put in the work. They invest in themselves and their ongoing training, their ongoing, um, you know, education, continuing education. Um, hi Tammy. So, uh, my husband and I were just talking about this because he's like, I can't stop learning. I finished all my certifications for my business that I'm running, but there's always a way to be better. And I want to take this class on estate planning. Um, hi, Erin, and I want to learn and continue to learn and grow and just never stop learning.
Um, you know, and I was like, I'm all for it. And he goes great because the class I want to take is like $4,000. And I was like, good for you. If it's gonna help you make more money in your business and be a better service provider to your clients, go for it. You know? So that's how I am as well. I love school. I, you guys know I did college law school. Um, and now with all of the courses and programs we've developed for you, I am constantly learning, like staying ahead of what's happening in our industry, finding new ways to market, to, um, you know, connect with people and new ways that we can provide amazing service to our clients so that I can pass that onto you. And yeah, I think never stop learning. You know, what I'm going to incorporate is probably like a hobby type learning, um, like maybe photography or, um, something like graphic design.
I just want to be a little more creative, but I need to, like, the last thing I did was taught myself. I don't know where my Rubik's cube is my son and I taught ourselves how to solve the Rubik's cube. I wanted him to think I was super cool. And then I did it and he was like, ma don't care. You know, if it's not connected to a device. And then I was like, well, what if I show you how to do it? And now we're kind of bonding over that. Um, so watched a video on YouTube and I felt like, wow, you can teach an old dog new tricks. So never could even remotely move one square when I was a kid to where I wanted it to go, but now I know how to solve it. So YouTube is amazing. Um, never stopped learning.
So I'm going to teach you here. Oh, okay. That's so awesome. Wayne Wayne says fashion sketching. That's my thing. Um, I'd love to see some of your sketches. Will you DME, um, and see, you know, I want to see what you're working on. I think that's such a talent. That's really cool. Um, so how do you start attracting high end clients and your business? Like I said, this is something that so many people struggle with even experienced PR professionals. And we get so many questions from our, um, program members and our profitable PR pros community, thanks, Wayne, um, and experienced PR pros on how to attract high-end clients and feeling confident because those two go hand in hand. Okay. I just welcomed a new member to my program who connected with me on Instagram DM. And she was like, I'm so glad I found you because I struggle with extreme imposter syndrome every single day.
And there's no coincidence as to why that is the very first thing we tackle in our agency accelerator program, because it goes hand in hand, you cannot, uh, feel confident selling your services to premium retainer clients known, you know, no names and your niches without having confidence you can deliver on the results. So think about this confidence and kind of kicking imposter syndrome to the curb. It starts with having a framework and success, um, understanding the value you provide for your clients. So think about this. You are offering something very unique for your clients that they can't get anywhere else. Um, you know, whether you're like, okay, I just offer PR services. That's not unique. You have your own experiences, your own set of skills, your own storytelling, ability, your own contacts, your own results that make you, and the service you provide very unique.
They can't get that anywhere else. And no matter what your niche is, you have a unique zone of genius and a set of expertise that you can offer to your clients. So there's always like one of the common themes I talk about. It seems to come up in every life, niche down niche, down to improve and scale and grow your revenue. Okay. That's like, number one, we talk all about that as well. When you have deep expertise in your niche, you feel confident that your, it you're the go-to authority and you can charge whatever you want. You can write your own ticket because you know, you know, what's happening in your space. You can use that to add value to your, um, perspective clients, all that good stuff. So niche down that's number one, but you have to have confidence and overcome imposter syndrome in order to, um, in order to be able to, um, I was looking at, look on IMDV pro for you, Wayne, for Laverne Cox, you were asking for her contact today.
I was going to look it up for you. And then I got distracted getting my kids out to school. Did you find a contact you needed? Um, yeah, Ashley's saying that was the first thing I learned from Jen niche down. Yeah. And Ashley is securing her very first clients and I'm starting school. Like she's a rockstar. Um, I'm so happy you're in our community, Ashley. It was so nice to get to meet you on our coaching call the other day. Um, okay. So first we start with confidence. How do you start building confidence in yourself and to the woman that I was texting on Instagram, who has, uh, what did she say? Extreme imposter syndrome. You have to start building that confidence. It comes up at every stage, no matter where you are in your PR journey, like wherever you are in your PR journey, every new level, um, is like a new experience, which brings up imposter syndrome.
It's just that you're doing something new. You're stepping into a role that's bigger than anything you've ever done before. So when you grow and expand your business and you start to feel that feeling like I'm inadequate, or maybe I'm, I'm not so good at this. Like what if people find out that this is just luck or it's a fluke, or I can't do this again. That's imposter syndrome. That's when that's creeping in. Okay. And that's just a state of mind and confidence as a state of mind, you get to decide whether or not you feel confident and that starts with knowing your worth, okay. Knowing your worth. This is my little trick kind of works for me. Every time I walk into every meeting or I log into zoom or pick up my phone, every single meeting with a prospective new client. And I think this is my client.
They're not talking to anyone else. And even if they are, there's nobody better than us for them. You know, if it's within our niches, there's no one better. We're going to crush it. They're going to love working with us. Um, this is my client and that's how I handle it. And I just get on the phone and it's not like I'm trying to convince them. I'm just supporting them. And I'm educating them and stepping into my expertise. I'm showing them that I'm an expert. And I walk into those meetings, not trying to convince them, but just being that expert that they are looking for. Okay. Confidence can come from really having a framework. So think about your framework. So you have to have a kind of plan and a strategy. And this is your framework. You can think about defining exactly what services and products you offer for your clients.
So you're not getting on the phone. Um, yes I have. Um, yes, I have heard of that. I'm at, um, haven't been actually, haven't been in a very, very long time, but, um, and hold on, let me read Nelson's comment. One of the ways that I attract high paying clients is as follows. We have a step process here. I sit close to a guy I know that has investments in 25 public companies. He introduces me to the CEOs and when he tells them they need to use his preferred vendors, they listened to him. And because of this, I always get a new client from this right now, I've gotten four new clients because of this in association with this investor. And I love that approach. Nelson, I have had a similar, um, person that I've kind of hitched my start of their wagon over the years.
Um, a client that was a proven team that came from a company that sold to target for like a hundred million dollars. They developed another new product and found me. They, um, were invested in by a huge beauty company, a direct to consumer direct response beauty company with, um, 20 different products. And they brought us in on three or four of their largest brands. And then those people went out into the world and ended up bringing me in to three or four other major. Um, one was a huge multi-billion dollar publicly traded company in the health and wellness space. I have since gone bankrupt, um, beginning of the pandemic, they were kind of swirling the drain and that just switched them away, which was a super bummer because their retainer was really good. Um, and they left us alone, which was great. Um, and another person from that team, um, is working for a huge beauty company about to go public.
They're not bringing us in on that deal, but she, um, is running that business alongside a very famous CEO. And she just introduced us to another company that was somebody internal there at the original company, doing marketing and left and went to a new brand. And I had a call with her and they're gonna, um, talk about bringing us in there. So I have probably landed my biggest retainers and had the most, um, easy in, and the most opportunities by sticking close with a core team of proven entrepreneurs that just went out into the world and have maintained great contacts. So never burn bridges. Um, find people in your space that are very connected, that are under senior level, like Nelson with an investor, um, find a private equity company and let them know how you can support their, their brands, their investments, and give them a [inaudible] of scale.
Right? So that's how you get access to some of these bigger opportunities. It's not necessarily the cold calls. It's sticking close with the people who are connectors and they're decision makers and they're influential in your niches. So I love that. That's how he has done it, that Nelson has done it. And it's very similar. I had done a Facebook live about that topic. Um, if you're interested in seeing that one, it was a couple of years back, but I did a live about how I was able to land my biggest billion dollar retainer clients. Um, and it was basically what I told you. So, but it's more in depth. So think about that. Um, having the confidence, when you pitch clients is knowing exactly what services and products you offer to your clients, knowing the level of service and support that you can provide to your clients, uh, so that it allows you to confidently ask what you're worth.
And you also need to know how to position the value that you offer. Clients might not understand your value. So you have to like package it up in a tidy bow and sell your skills. And that's another thing that Nelson did for us was he shared his corporate deck, which was essentially like a capabilities deck. We have one as well. We share it in our agency accelerator program, talking about the generation PR difference, what us special to work with, um, plant testimonials, compelling case studies, like what are the client's challenges and how did we approach it? What were our results? All of that is in the, um, it's a capabilities deck that we could tease out a little like mini strategy and the rate and not include it when somebody is just like, can you send us a capabilities deck? And that shows them, you know, here are brands in your niche.
Look what we did for them. Look at the results they got, and we can do that for you too. Um, so think about how you can position your value. They might not understand your value. So package it up in a tidy bow, sell your skills. You can have it on your website. Um, it has to be very clear when they land on any touch points with you, who you serve and how you serve them. So they see themselves in that and they understand immediately the value that you're going to bring to them. Okay. Uh, let me know. It's here in the comments. I see quite a few of you are here. I saw Wayne Nelson, um, Ashley, Aaron, Tammy. Um, let me know who else is here and let me know as you're sitting here, if you have any questions about, you know, landing high end clients, big ticket retainers, five figure plus monthly retainers, it's the past.
And the crazy thing is they leave you alone. So good. Um, okay. So, okay. To build your confidence, more confidence building, make sure that you're always learning talked about that a second ago, but if you've been struggling with confidence, self doubt, keep learning, keep educating yourself on what's going on in your space and your industry. Um, just keep in the know when you build your expertise. I Gianni. Yay. Oh, good to see you. Um, when you keep building your expertise and your skills, confidence just comes naturally because you don't doubt that, you know, the latest and that you are dialed in and you're, you know, I get on the calls and I'm like, you know, drop in editor names and this one just had a baby and this one's a breastfeeding cause we have a breast pump company. When you get down to the level of like, I know that editor is breastfeeding.
Like people go, wow, she's dialed in. Right. It's just because we have a breast pump company. Um, but we're following influencers. And we know like when they announced they're pregnant, when they're having their babies, when they're, um, taking their babies home, uh, you know, so clients can benefit from that insight. And I feel very confident because we're dialed in at that level in our niches. If I had to know that level of detail and like every possible niche, it just wouldn't work. That's why you have to niche down. So you can go deep and get that expertise. And that's where the confidence comes from naturally. Um, you know, and the education ongoing like education, having a plan in place that is a huge reason why I'm hosting this upcoming, uh, later this month, a free live three-day path to profitability training series, several of you that are here, I know have already signed up to be a part of it.
And I'm so honored that you're going to join us. I'm going to drop a link right here again. Um, it's really, really good. Three parts. Um, I believe it's the, actually, it's the only time this year we're doing it live. And, um, we just keep improving it every time we offer it. And a lot of it is based on the questions we get asked and the things people want to know, um, like your deepest burning questions or things that come up in our programs. Um, uh, give me one sec, Wayne, I see that question. Let me just dive back into my notes here. So, um, okay. Uh, competence as a state of mind, have a framework, make sure you keep learning, learn on our path to profitability. It's free. Um, it's very, very good. And, um, just sign up there and then you'll join us or get the replays.
So that's how you tackle confidence. Stay in the know niche down, have a plan, understand what you offer sometimes you'll, if you are not clear on part of a niche is how you serve people, not just who you serve in the space you support, but what services you're offering. And if you haven't niched down there and you get on the phone with someone and they're like, I want [inaudible] and you're like, okay, cause you go, well, I guess I can do those things. And now you're doing web development, SEO, Facebook ads, PPC, like all these things that you're like, this is not my core area of expertise. I'm not in my zone of genius. This is like a nightmare. That's not going to allow you to be confident in sales. I get on. And I'm like, well, we do this and this. And we crush it.
And the other things is not what we offer. And these things work very well together. Hi Daria. Nice to see you. So it's like, you got to get on those calls and know exactly how you serve people so that when they start asking for a bunch of stuff, you don't feel compelled to be like, okay, yeah, we can do it all. You know, if that's not what you do, then don't offer it because it spreads you too, then it will make you crazy. And you'll start getting in a situation where all the clients, um, are having different things. And you're like, you know, piecemealing together service. And like, does this one do that? And do I do that for this one? And I have to learn that for this one. And like, you're going nuts. You want to get into a flow state, get everybody working in the same three things, two or three things for us, it's earned media, you know, media outreach.
It is, um, social media content, but less and less these days strategy and execution. And it is influencer marketing and usually with a paid budget. So those are the three look at me. Do you see me? Those are the three things. Those are the three things they do. And for us, they all go hand in hand and we use each of those services to kind of support the others, anybody that wants like Facebook ads or SEO or Google ads or web development, graphic design. I don't do that. I have a bench of people and I will outsource it. But other than that, we don't do it. And I'm going to say no. And that has given me so much confidence because I know exactly what we offer. I can talk about it and feel really good that we're going to do a great job. Um, okay.
So creating a framework for what you offer and who you want to work with. So again, your confidence will grow when you create a framework or a roadmap for your business. Um, one client at a time for Wayne, and I'm sure you're doing such a great job for them already. You have a color cosmetics brand. Yeah. Um, tell me how you know, the founders, all of it. Um, so, okay. Your framework first, you gotta know what you're trying to do. So what are your goals? Usually it's a number of clients or it's a revenue goal. I think for me, one of the goals is how much I want to work, or I should say how little I want to work. So what are your thoughts? What do you want to accomplish? What is a roadmap for how you can accomplish that in your business? So you have to figure out the goals and then mark out or strategize the steps that it's going to take to reach those goals.
So as you write down what you're going to offer for your clients, you'll clarify your area of expertise and it will help show the value you provide for clients and you'll know how to position that value. Um, and also you can do this for clients too. So set your goals and mark out what it is you're going to do within a certain period of time for them. Um, so they understand you, you are aligned on what they're looking to accomplish and your strategy for doing that and get on the same page as them, or get them on your page about what they can reasonably expect. Cause I will tell you, I say this all the time, the number one source of client dissatisfaction is unmet expectations. So you have to be very clear because a lot of times you're like we are crushing it and the client will be like, why aren't you doing anything for us? And you're like, are you okay?
Does this person for real?
And it's just because they don't know what to expect. And that means you haven't set their expectations w realistically, so that they know that the results you're getting are aligned with what they should be expecting. Okay. So figure out your goals, you know, know what it's going to take to achieve them. And you can kind of work towards them and you can show the value that you provide for your clients. And you'll know how to kind of position that value to Sparky cat. She found me on Tik TOK, boutique cosmetics from Ohio. I did some videos, got her a voice over actress. Just landed some makeup artists from Hollywood for her. That's very cool. Great job. That's really neat. Congrats.
Um, I believe we have a bunch of them of, um, beauty editor contacts. Yeah. In our media contacts, database, Wayne. I don't know if you have it or not, but it's really good. It's very affordable, especially since you're just starting out. So. Okay. Uh, and here's the other thing that I love about having a framework and like a plan in place when you have that you can turn down projects that don't fit your goals. So you may have several offers, several potential client leads that pay lower than what you want to make, or they pay hourly. Don't take hourly you guys. Um, when you want your business on set retainers, uh, Wayne, it is not in the pitch lab. It is like an additional resource. Um, it's called a media contact database. It's on our page. Um, profitable PR pros, hold on.
Just want to put a link if anybody wants to look at it. So what this is, it's a pure curated media contacts database. So we look at our members like we're the ones connecting with media all the time. We say boots on the ground. So when someone goes on maternity leave and you get the out of office with the new contact that goes in our database, if somebody moves from one publication to another, that changes made immediately in our database. So it's thousands of contacts. Um, from the key here is there responsive and they're PR friendly because these are coming from our members that are getting yeses placing features with these, uh, media contacts, there's podcasts. There's like, I think, um, 18 or 20 different niches. And it's not like Cision where there's thousands and thousands. Plus all these extra bells and whistles. This is literally just responsive media contacts and a bunch of Nisha's key decision makers, um, based on who our community is working with and getting results from.
So we've had people that have been able to connect in certain media outlets that they've just struggled to find someone that's responsive in other databases, but in ours, they're getting through and they're converting features. So that, that's what that is. Um, that was my dream was to put together an affordable resource. This is the other thing that goes to confidence and being able to attract big ticket clients. I know a lot of us just starting out joining Cision or muck rack or Meltwater it's expensive. It's very expensive. Even if you do a shared seat, those are media context databases. I didn't want that piece of the puzzle to make you miss out on opportunities for pitching bigger clients, because you don't have a database. Like I get it. It's hard to say, like, I'm going to get you a ton of press and you only have maybe 10 contacts that you've reverse engineered.
But if you're a great storyteller, if you can write a great pitch that gets somebody intrigued, you can, um, do that thing that we do with PR and pitch something that's timely and relevant and show a connection and a fit to a publication. Not having a database should not be the thing to hold you back. So part of that class confidence that I wanted to help people build was having a resource that was affordable for people just starting out that didn't want to pay all that money for these other databases. And our community has come together and contributed and we updated all the time. Okay. So it's really good. Anyway, so check it out and, and back to my notes over here. So you have your framework in place and you know, things that don't align with that, and you can easily say no, and it's a no brainer decision.
So clients that want you to work for a lower retainer, or they want you to do hourly or results-based you guys don't ever, I just saw someone post about points, like a point system. This is way old strategy from like way before I started doing PR 16 plus years ago at some clients like points based. And we want to get a certain number of points every month. No, you are in charge of how you run your business. You know, what works best for you and in turn gets best results for clients. So you don't need to adjust how you do things because a client asks you to. So when you have a plan in place, you have that confidence and can turn on products that aren't the right fit. And, um, I know that these offers are sometimes really tempting because you need the money or you want the money, but in the long run, you'll lose money.
Uh, Brandon, what do you think? Yeah. P lowering retainers for local markets. It's still the same amount of work. It's still a ton of work pitch to local markets. Like, um, I don't know. Maybe it's slightly lower, but not like discount. Yeah. It's stressful because you're just like, no, because that discounts what it takes to get these results. It's the same writing of pitches and telling compelling stories and mastering timing and relevance. So, yeah, that's a frustrating, I think I saw that discussion actually. Um, so in the long run, you end up losing money because these projects, they don't fit your longterm vision and you end up with lots of stops and starts. You end up with scope creep. You know, when you like, think that this is a project and you're like, okay, three month project. And then it's like, well, I have to do the followup pitching after the event.
And then I have to do a wrap up report, and then they're going to want to be connected to this one for an interview. And I'm going to have to make sure that interview happens. So now you're like six months into this three-month project and you're not making any money, money. Um, is it good to follow up once you send out a pitch you're in the pitch lab, this is in there. So, you know, um, you know, it depends, um, definitely exactly. Like don't send a pitch on a Friday and follow up Monday morning. That's like, not enough time. Let's say you send a pitch on a Monday, you follow up Thursday or you send a pitch Thursday, you follow up the next Tuesday. You can wait a week and follow up, try to follow up with new information, follow up in a very friendly way.
You're never like, wasn't something I said, like, no, don't be that person. It's super annoying. Um, but don't follow up the next day. Um, if there's new information that you come across or see something in their social media feed, that you can tie it back to you in like a really cool way, you know, include that so that they see that you're like dialed in, you're paying attention, but it just depends what feels right. Follow up like once, maybe a second time and then move on with a new pitch angle to that same contact or a new contact at that publication with your original pitch and see if you can, um, try to get some runway for that pitch at that publication. Okay. The other thing too, when you take these little clients is you're in this not little clients, but these project based or hourly based you're in constant sales mode, you're never getting to that predictable recurring retainer revenue model that I'm trying to get you guys to.
Um, that's what we teach in that the agency accelerator, and that's what we're going to cover inside. Um, the path to profitability training series. I'm going to post a link again for all of you who just joined, uh, what just happened. Okay. For anyone who just joined since I last posted it. Um, but it's going to be really good. It starting later this month, it's three part live training series. Last time we're offering it this year. So just join, um, free, really good, but keep in mind when you do these little short projects or you lower your retainers, it's still the same amount of time for less money. And so you can't bring in a team. You can't scale, you are constantly on the hamster wheel, like searching for clients, right? Give me a thumbs up or a heart or something, an amen, or I get ya, I feel yet.
So I know that you understand that, or you have felt that before, when you're working on these smaller things, you're constantly in sales mode because you have to look for your next thing. Um, and so if you can, if you know, you're up to I'm okay there. I knew it. I knew it. We're all in that same boat. Thanks guys. Um, so saying no to these projects confidently because you know, it doesn't fit with what you're trying to create in your business. And we actually cover in the agency accelerator, um, helping you niche down and identifying red flags so that you only have to work with your dream clients or clients that are totally aligned with what you're trying to do in your business. And I have heard from members of our program that the red flags content has saved them so much heartache. We all have that inner knowing, um, that voice you listened to.
And you're like, Hmm, something's not right here. Or like the red flags or the bells are going off, but you choose to ignore it because you're like, well, I'll make it work or there'll be good or no, it's 99 times out of a hundred. It's not worth it. And it doesn't work out. And if they're annoying and difficult and high maintenance in the pitching phase, when you're trying to pitch new business to them, imagine how they're going to be when they're paying you worse. It's no secret. There were. So, um, that red flags content alone is really valuable. We cover that in the beginning. It's part of the very first, um, the second pillar of the program, you will learn the four pillars of the path to profitability in that training series. Um, it's just how you get consistent, predictable recurring retainer revenue and how it all builds on itself.
Um, hi Adrianne. Yes. Still have PTSD from some totally. We all do. Um, I'm getting more confident now I'm firing clients. If they're a nightmare, I had a client that was total nightmare was abusive to my team recently because they got a new team member who is like awful and did not understand PR. Um, and I just said, no more. We, we won't allow this to, um, take place. That's not how our team deserves to be treated and we're not going to support you anymore. And we feel so much lighter. Uh, yeah, you do have to reign in the client. They're all over the place. You have to narrow them down and let them know. You cannot do all these things at once. It will be ineffective for them. You have to focus on the goals and you build the strategy to achieve those goals.
So it sounds like you already have some really great results based on earned media visibility, um, you know, kind of like helping become viral, connecting with the right influencers. So just tell her to chill and let you do your thing. It sounds like your instincts are really good. Wayne. Yeah. Good. Um, okay. The other thing too, to help you really land those big clients and grow that confidence grow, grow the confidence. Um, I would probably do the same motion for throwing up too, which is like, but grow your confidence. So your zone of genius, you have to clarify your zone of genius. This is what comes naturally to you and is effortless for you. This is the kind of work that lights you up and sparks passion in you.
And that's not going to be the same for everyone, even in the company or the ne like even in your agency and the things that your team is working on and not just the types of clients you serve, but the work that you're doing. So for me, I am not passionate about pitching. That's not my thing. I did it in the beginning and I'm PR I'm good at it. I really am good at it, but it's not my zone of genius. That doesn't spark passion in me. Um, I love this. This is what I love to do is, um, help people build their businesses, um, strategize in my agency. I love sales and that means I love teaching it to you. This is why we talk about high-end sales here. I love sales. I love getting on calls with clients or prospective clients. I'm never nervous.
I'm just like, let's do this. You know, how can I help them? How can I guide them in the right direction? Um, like I said, at the beginning of this call, there are my clients. There's no one better than, than us in my agency. Um, zone of genius, you know, there are certain things that I really love to do. I, um, like client services, I really like, but pitching is not my thing. You know, so I have a team that does it, but, um, figuring out what sparks passion that comes through naturally on your sales calls and clients are drawn to that. It's electric, it's like a magnet, right? So I know I will even say on sales calls, like people will say, well, are you the one doing the pitching? And I'll say, no, I'm not. And that's because my team is better than me.
There's no one junior on our team. They're all senior level. They're super dialed in, in their, in their niches. They have long-term relationships with media contacts, the key decision makers there, it, and I work to help, you know, move the strategy forward and support the clients and come up with the, you know, overall kind of strategy to achieve client goals. And I'm dialed in on everything they're doing, but they're better than me. They're more connected to the media right now. And that's why I have them because we want immediate results. And that gives me confidence because I'm like, that's not my zone of genius, but guess what? Because my team for them, it is, and you will get access to that. And that confidence and passion that comes through on these calls and no one's ever said, um, well, you know, when talking to you and I feel like you're going to farm it out to some junior, there's nobody junior on my team.
And I tell them that everybody's got 12, 13, 15 years experience. So I can say that confidently. Um, this is a huge part of what makes you, you, you unique, um, when you are working in your zone of genius, a client will know that they can't get that kind of support or service anywhere else. Like this is your thing. This is what you do. This is what you're known for. Especially if you can package it in a way that shows them, this is what I've done for other clients. This is what we do. This is our special sauce. And we can do this for you too. So that's your zone of genius. That is the thing. Let me reiterate it when you are working and you get in that flow state time, just whizzes by because you're just loving what you're doing. And you're just like, oh my God, I can't believe I've been doing this for two hours.
It's felt like 20 minutes. Um, this is what comes naturally to you and it feels effortless and it lights you up. And when you talk about it, you're passionate and people are drawn to it. Like a magnet. When I was a lawyer, I never talked about any of my cases or any of the work I did with the level of passion, um, that I even knew I was capable of. And then anyone who knows my like origin story, it sounds like a superhero, obviously, not that, but just when I shifted from a lot of PR, I started promoting a beauty brand and I remember going to like my 10 year high school reunion and people were like, oh yeah, you went to law school. What do you practice? I'm like, oh, I'm a civil litigation attorney at this firm in Los Angeles. Yeah. Derek, you are the secret sauce.
That's exactly right. And I want you to take that energy, that secret sauce, energy into your sales calls. Okay. And feel that when you're talking to prospective clients, um, I remember my 10 year reunion, people were like, tell me about law. And I was like, yeah, I'm a litigator. I'm working at this firm. Like, yeah, we have a case. I mean, I'm not working on it, but they're going to the Supreme court. And they're arguing for the record recording industry. Artist's association against Napster. This is how old I am you guys. Um, and they just, um, won the OJ Simpson civil suit for the Goldman family, the $33 million verdict. Obviously I didn't work on those cases, but it's kind of exciting to be there, which was like, wow. And then somebody said, um, did you, are you doing something with like a perfume company? And I'm like, yes.
Oh my God. Yes. I found this amazing brand. I loved it so much. I love this brand. I love the entrepreneur behind it. And I reached out to her and I'm just like, let me help you. And she said, yes. And I got this huge box of products. And I started pitching the media and I got her in the press. And I'm like, oh my God, I did this. I did this. It's in this magazine because I did this. People were like, wow, you're doing this thing. Like, that's so cool. Let me think if I have anybody that I can introduce you to, or I know somebody who's starting a cosmetics collection, let me connect you with them. That passion, Derrius, secret sauce that comes through in your enthusiasm, that is magnetic. People want to help you when you're like that. And they see themselves being connected to you or wanting to be around you when you're like that.
Okay. So think about that spark in you. Um, okay. Now we're confident we know what our zone of genius is. We have a framework for who, like how much work we want to work, how many clients we need to have. What's going to fit in with how much money we want to make and how to put that all together. So you can easily say no. When something is like a garbage opportunity, you'll recognize it. You'll be in the agency accelerator. You will know those red flags and you will just go the other way without a second, second guessing it. Um, and we'll also help you niche down. So now you've clarified your zone of genius and you're talking about it and you're like, I am the secret sauce like Daria. I would like to print out on a t-shirt. How fun would that be? I'm going to tell Miranda because we are working on Mert. You guys, did I just say that out loud? Uh, yeah. We're working on March. Um, as my kids would say, March, I am the secret sauce coming to the store near you soon. Maybe we'll see. Yes. Yeah. I would wear that. Um, okay. So all good. I got some hearts for the I and the secret sauce. Cool. So I'm assuming that you'll all buy it. If we, if we make cute, t-shirts sign me up
For any and all merged. Love it. Okay, cool.
I'm all about it. Um, and my kids watch YouTube videos and they're like, I like disguise merch. I'm like, what's merge. Like, I know what it is. I'm just wondering if they know what it is through. Like, you know, like hats and t-shirts and like cool stuff. You can die. People on YouTube sell a t-shirt for like $50. My kids were like, I want that. I'm like, you'll get a $5 t-shirt from target when anyway, they don't get it, but we'll have merged guys. Um, I'll tell Miranda, you guys, I mentioned it and you were excited about it. Um, okay. So now we have to make a plan to attract high-end clients because you've got your confidence print, defy red bubble will cost an arm and a leg print a fi. Okay. Um, I'll make a note. Thanks, Wayne. There's another couple that we've been looking at too, and want really cool.
Like it can't be, I mean, we'll do the art. It'll be cool. Um, we have our own like stickers for people who join our programs. We have little welcome kits for, um, agency accelerator members, but, um, we want to add more, more swag, um, and give you the chance to buy it. And rocket, if you want, so print a five. We will look into it. Thank you for that. Okay. Baroda my notes go. Here we go. So we have a plan and we're going to attract high end clients. So like I spent this whole time working on building your confidence. That is the most important factor. There's other steps that you should take to attract high-end clients set your goal. What's your goal set a goal in mind. So this could be, um, your target income levels, so that you'll know exactly what to charge your dream clients to reach your income goals.
Um, you have to kind of walk through that process. This is one of the very first things we teach in agency accelerator. The first pillar, um, I'll just spill the beans of strategy. They're all sales start with S strategy. So you have to set a strategy. What are you building? What kind of business do you want to build? Who do you want to work with? You also can identify the kinds of clients you want to work with, or even name them. I did that, put it out there. It was almost like a manifestation thing, but it was also a visual, um, representation of like a reminder of what it was going to take to get to that place. If I'm going to work with this brand, I have to do these other things first. So, you know, all of these things establish my know-how in the niche, establish my reputation and authority have case studies that I could show them that would give them a sense of what I could do for them.
Um, demonstrate the results. We get our level of expertise, our industry contacts, all of that. So knowing how to build towards that Senegal. Oh my God. That is so cool. Welcome Bendel. I hope I am saying Bendel. Sala. Welcome. That's super cool. I'm learning a lot from you in the Facebook group. Thanks Jen. My pleasure. Thank you for finding us and being part of this community. That's my favorite thing. If you guys have noticed on our brand new website, we have a map of the world, um, uh, pitch to their PR person. I don't know what you're trying to get. Um, what you're trying to get it, it depends, but, um, you know, media opportunity, possibly their PR person management, if it's like a paid something. Um, so yeah, you guys, I have a map on our page and we have like 27 or so countries represented by members of our programs and now Senecal and hopefully, um, we can get you in one of our programs and add that to the map, both SUA, comma, Seva, come see by, um, been around since last year. Oh, good. I said it right. You guys know I want to get those names. Right. Um, and so I'm glad I did so welcome. I'm so happy that you're here. Um, very, very cool. Um, okay. Confidence having a plan.
I love this little French conversation happening here. This is super cool. Um, so you have your income, your target income level you'll know exactly what to charge your dream clients. Um, you won't be profitable if you're only guessing and you haven't planned your services in detail. So it's important to decide on what you want to S uh, who you want to serve and how much money that you need to make. Um, you have to know how much it costs you to implement these services, to bring on a team, to do a great job. You have to know that like I'm bidding out work right now. And if so, I have to know how much my team wants to make. And I don't know if we can make it work. I'm a call her manager. You have to reach out to her manager for a paid spokesperson thing.
Okay. Um, that's a manager thing. You can maybe CC both of them, but try, um, the management company to be a brand face. That's super cool. So it's like a collab, a one pallet collab. Really cool. Um, yeah. I can't remember what I was saying. Um, serve how you serve that and you need to know how much money you want to make, have a plan in place. The other thing here is that when you have low retainers, you attract low caliber clients. It's just the way it is. It really is. Every dollar will matter to them. They will rake you over the coals of like, what are you doing for me? When am I going to see result, blah, blah, blah. My highest paying clients have been the easiest they've left us alone. They trust their decision. They know they've made the right decision in hiring us. So they just let us, let us do our thing. You know, maybe we meet once every two weeks and they're just like, cool. So the other thing is when you raise your rates, um, you attract higher caliber clients because the big boys will not take you seriously. If your retainer is $2,500 a month, they just won't.
Yeah. I just will not take you seriously. Um, you know, for our, uh, our big publicly traded, um, wellness company for social media alone, we were at 25,000 a month, social media alone. And had we not, and also PS, they don't negotiate. They don't bat an eye. It's just like, okay, send a contract. So, um, it's a little harder to get into those companies. And also you have to pass like these security. I had to hire like a tech security person to show our protocols and stuff for how we were going to keep their secrets basically, which was not, uh, not a big deal, but there's more hoops and hurdles. But when it comes to the money and the services for the money, fewer services, more money, that's just how it is. And had I, not, if I would have charged our normal rate, let's say even like five grand, just for social, they would have been like, you must not be able to do a good job if that's all you're charging. So keep that in mind. When you raise your rates, um, clients tend not to bat an eye. They really don't. They're like cool. Like they know you're worth it. And they won't, they won't negotiate because they came to you because you are it. So when you are it, and you have that reputation and you niche down and you're the go-to authority, they're happy to pay. They really are. They're just like, awesome, glad we get to work together.
So keep that in mind. So you're going to have a set roadmap for success in your business, and that will build you confidence. You're going to know how to ditch red flag clients so that you don't waste your time. You're going to know, to say no, without any hesitation, when something doesn't fit the way you want to run your business, it doesn't fit with how you're going to achieve your revenue goals. It doesn't fit with the kinds of clients you want to work with. It's an easy, no, it's an easy, no. So, um, that's what our agency accelerator program is all about. It includes this whole framework that you need to see success. It's proven framework. It's how I built my business. I wish I knew it sooner. And we've had hundreds of people all over the world build successful agencies using this model. People that have already had businesses raise their rates using this model.
Um, I thought a couple of people that will be like pre gen and post gen, um, like what their rates were and how they raise them and like their husbands get in on the action. Like what would Jen say? I have a woman in Australia, Erin, who is so we're actually collaborating on a client right now, which is super, super cool. My clients launching in Australia. And I recommended them and they're so happy, but she's like, my husband would always be like, well, what would Jen charge? What would Jen say? I said, you have no idea how much joy it gives me that my name is mentioned over the dinner conversation, talking about how you're building your business and your husband is like dialed in and supporting you. Like, that is my favorite thing. I love it so much. Um, so that's how, you know, Bendel that we're super excited that you're checking in from Senegal. That's really cool. Um, Trabian as we would say. So, uh, yeah. So if you want to kind of check into this and educate yourself a little more, like I said, every little bit of education builds confidence. I just happened to know that, um, you know, any in any field and across the board, just sign up for our free thing. It's really good. It's gonna be a lot of fun. Um, it's that PR path to profitability three part free training series.
Um, and that's what I have for you guys today. Okay. Let me recap. So we are going to have confidence, right? Start by building your confidence, have a framework for your business, keep learning, um, create a framework for what you offer and who you want to work with. So you can say no very easily clarify and really lean into your zone of genius, have that passion that comes through, make your plan to attract high-end clients, you know, work backwards from your goal, you know, uh, have your income level. We talk all about this in the first pillar of agency accelerator, so that you have a plan in place for how you can grow and scale a profitable agency, working with clients that you love. Um, oh, yay. Dairies says, thank you. This was excellent. I'm so glad I love this topic. I'm going to rerecord it for our podcast too. Um, so if you have any questions you want me to address on the show, let me know. And anyone who's here. Um, it is so helpful
To have people
Review our podcast. Let me see. Um, copy link. Just give it stars. Wait, is this, what is this? Oh, no, that's not right. Hold on. That's just a podcast link. Um, hold on. Oh, it did come up. Okay, cool. Yeah, go there. Give it some stars. Five would be awesome. Hopefully listen to it. Um, write a review. You can base it off our Facebook lives, anything you want, but it helps more people find us. Um, it's called the pitching powerhouse podcast and we're dropping new episodes every Tuesday. Um, so anything you can do there, if you find value here, um, tell your friends about profitable PR pros or invite them to be a part of our, um, free training series. I love this stuff. I'm so honored to be connected to all of you. I was like feeling super grateful the other day. Like this community is so good and so awesome.
Um, yeah, please do, uh, Wayne. I want to see it. I know you're just like a super immensely talented person and I would just absolutely love to see anything you've created. Um, and I think that Sparky cat is very lucky to be able to work with you. I know you're going to crush it for them. Um, Wayne's been a member of this community a really long time. Um, so yeah. Thanks guys for being here. Daria. Thanks for being here. Any questions before I, before I bounce to make more content, today's a, we call it either a, um, backstage day or, or front of stage day today's front of stage. So I put on some makeup. I did my hair. I'll do some, um, some reels.
Yeah. Awesome. Wayne's got all kinds of people that he is staying connected to that bring him leads. Awesome. Thank you. And turn into clients. Yeah. Never burn bridges, stay connected, invest in people make a genuine, it's not like, what can you do for me? Obviously, Nelson is like the most genuine person, but it's about fostering those relationships. You know, make a note in your phone, like this is this person's birthday or their wife's name is this. Or their kids are going off to college, like check in, how are they liking Berkeley? Um, was it hard, you know, to, is it hard to be an empty nester? Like be invested people, remember people like that. They remember people that stay connected and make an effort. Um, you know, it's not, what can you do for me? It's how can we all make each other better? That's what this community is all about.
And if you're here in it solely for yourself, you're not the right fit. And we see that and we exit you, um, pretty immediately, like no one is going to come in and change the vibe of this tribe that we've worked so hard to curate. So, um, keep that same energy going with how you stay connected to your network. Awesome. Thanks. Um, I'm glad you shared that. That's really good information. It's kind of how I do it too. So stay connected. Um, just offer value um, I know one of the tactics somebody shared that I do too. It's really easy, easy use Herro, um, not necessarily to pitch, but see what queries come out. And if you see one that is a good fit for someone in your network, send them that opportunity and let them know how they can take advantage of it. And it will show them, they don't maybe know about Herro.
They don't know where you got it. It will show them that you are checked in and connected, and they'll remember that. And it's a way for you to stay in connected and offer them something of value to cost you. Absolutely nothing. So do that too, you know, make biz dev like a, a weekly part of what you do for like an hour, not a big deal. We actually have an approach for how to do it. Um, inside our little mini course, lead lead to landed. And then inside the agency accelerator, it's obviously filling your pipeline is a huge part of what we do. And I want you to fill it with the right people, the right types of work. So, um, I rambled. It's been an hour. You guys know, I love coming here every week and connecting with you. I'm here every week, unless I'm on vacation.
So, um, I hope you have a wonderful holiday weekend. It is labor day. Um, and we have a five day weekend starting end of day to day with the kids because we just do, I don't know. So, um, it's a long time to be with your kids. It's like pre preschool back to school time. So, um, yeah, I have to find activities that don't involve the screens. They are, they own us with these darn screens, roadblocks you to Daria, enjoy your holiday. And if you guys feel inclined to leave some stars or leave a review on my podcast, I would be forever grateful. Um, oh, cool. Awesome. That's pretty, pretty low, uh, low barrier to entry. They're looking on Fiverr and they have iHeart radio spots for $45. So you're promoting your business on those spots. Is that right lane? I'm assuming. Um, yeah. Thank you guys for being here today.
If you have anything you want to learn from us, anything at all, post it in our profitable PR pros group. That is where we get our content ideas. And that's where we build weekly content for you. We're listening, we're paying attention. We want to serve you. So let us know what you want to learn and we will make it. Wayne says yes. Okay, awesome. Thank you for sharing that. I can't wait to see your, um, fashion sketches Wayne's and then my way, and guys have a wonderful long holiday weekend and we'll see you soon. Sign up for path to profitability. Okay. Thanks Ashley. Thanks for being here, guys. John.