Hi guys, what's up. Welcome to my weekly Facebook live. I'm Jen Beon. I'm the founder of generation PR and the creator of the profitable PR pros community. You may be watching this inside of that Facebook group, and we have generation academy, which is a whole massive suite of programs to help you level up your PR career, help you, uh, build a business where you're working with dream clients, making great money doing work that is really fulfilling to you. Um, sharing your gifts of storytelling and, um, brand positioning, uh, relationship building. All of that is what goes into a successful. I'm just adjusting my necklaces here, uh, a successful PR um, career and we have tons and tons and tons of resources to help you do just that. So, uh, if you have any questions about what we have that could help you, I'm talking free resources.
Even within this group, there are so many things that can help you, um, build a more successful, um, fulfilling, uh, profitable. That's the key for me at least, is trying to help you all be as profitable as possible. We're gonna help you do that with, uh, all of our training free and otherwise. So this is, uh, free training. I do them every single week here on Thursdays at 11:00 AM Pacific. Um, I actually show note, I actually won't be here next week because, uh, we are taking our kids to, um, family camp at UC Santa Barbara, which is where I went to undergrad and we live in the dorms for a week and we eat in the dining commons and we all just party our butts off and it's exhausting, but it's such a fun week and my kids are so excited. It's like the number one thing that they're excited for this summer.
So, um, I will be out next week, but returning after that. So this will be it for a little while. So I'm glad that you're here. Let me know in the comments who is joining me today. I always have, um, people that are just here, um, every week, people from our programs that are really committed to, um, professional development. And I just appreciate that they're here joining me. Um, and I think the more you check into your career, the more you enjoy it. So you can only imagine how much I enjoy our field investing in all of these programs that we build for you guys. I just love it. So, uh, I represent, oh, so who's here. Tell me I see thumbs up, but who is it?
I can't see you guys when I see that there's people here. Um, anyway, so, uh, of course, Serena, you were like the one person I had in mind, you and Nelson and Sally and Jane and Natasha. Um, there's so many people that are just so awesome in this group and show up all the time and it makes me feel great cause I'm not talking to myself and I can actually be like, I'm talking to Serena. So I represent brands and Nelson's here too. Of course, hi, in my business generation PR we represent brands. So, and Jane, listen, see, do I know my people or do I know my people? Um, so for anyone that doesn't know, I actually still run an agency generation. Uh, we're an award-winning agency. We represent beauty and cosmetics brands and baby and kids brands. And then anything else that sort of tickles our fancy.
And, um, I don't think I've ever said that before , but, uh, we are, you know, it's an evolving, like all PR it's evolving and certain factors and levers are becoming more important to move the needle and convince our media partners to talk about our client's products. Um, but brands personally, that's my sweet spot. Um, so this one is pretty brand focused. Um, and I was kind of wondering Nelson, if you were gonna show up because, uh, brands with physical products, um, I was wondering if that would appeal to you, but I'm so glad that you're here. And I know Serena and Jane do represent products in support of their brands. So if you're curious about how to promote their offerings and their products all year long, you know, what, what are you focused on? How do you keep things fresh? How do you time things we're gonna talk about, um, hero products and slow movers as kind of like a go-to strategy for you when things are a little slow or there's not a launch or there's something, uh, that you need to bring attention to for some reason to support your client.
So hero products, you may hear this a lot. Um, if you're in the beauty space, I know Jane's familiar with it. Um, these are the best sellers. These are the products that the brand is typically known best for the products that kind of take center stage for the business. So if your client could only sell one product, that's their hero product. That's what they're known for. Maybe that's the one that's consistently sold out. Maybe that's the one that they come out with different colors or fragrances or styles, but it's like their thing that helps kind of put them on the map or that everybody knows them for. Um, I'm trying to think of some examples, like Charlotte Tilbury cosmetics, um, I'll ask, uh, Jane or Serena, what is the, um, color or the name or the thing of the product that they have? Oh, God, please don't fly in here.
I had another hummingbird stuck in my office last week. Um, and I don't know how long it was in here cuz I was out and I came back and it was up here. Oh my God. So that one just like hovered by the door and then flew out and everybody says, why do you keep the doors open? Because it's freaking beautiful and I'm on like a perch. And I have a view of the entire value where I live and it's so wonderful. And like I want my door open, an occasional hummingbird flies in, I now have a proven process to get the bird out safely. Um, and it works every time and you have to rescue, I don't know, eight hummingbirds in order to figure that out. But uh, anyway, so tell me in the comments, Serena Jane, any other person on here who's familiar with Charlotte Tilbury or NAS?
Let's say for example, what is the color name that they're known for? That's like their hero product and also why do I have like a B font? uh, my mom hates when I do my hair like this just so I look like pebbles, um, pebbles, one stuff. Uh, okay, well maybe I'm delayed here, but um, Charlotte Tilbury is pillow talk. That is like the perfect color works on everyone. Um, and Sonia, yes, I'm going to say that word NAS they're color that works for everyone is called orgasm and they've taken each of these companies have taken the success and Beverly's saying both massive here in the UK, they've taken the success of those products specifically. And Charlotte has, oh, you're wearing Laguna. Laguna's the bronzer. That's also very popular. It's like the, the sister to, um, the sister to, I'm trying to think if I have it here.
Um, it's probably I, I have in downstairs, but, um, that is what they're known for. And ours has expanded the orgasm collection. Hi, Beverly, I hope you're feeling great. Um, they've expanded it to include other products that capitalize on that works for everyone color. Um, and then of course, uh, Charlotte Siber pillow talk did the same thing and they have tons and tons of products now. And now it's like pillow talk and a range of colors in pillow talk. Anyway, it is their cult favorite, their, you know, go to hero products and these are the ones that brands become known for. So maybe we think that they've already been featured in the media ad nauseum, right. But hero products are newsworthy and there's another, I know I was like, Hmm, what are the gentleman gonna think? Uh, Jane, who is, um, a beauty publicist and also a beauty trade publication owner editor.
Um, she said the, uh, orgasm eyeshadow collection they had for the holidays was beautiful. So people get connected to those colors, that product that looks so great on everyone. And NAS can capitalize on that. And obviously the name is something that gets people's attention, but it's been around forever. It's not like some new thing that they're trying to shock people, but the success of it has led to other products. And you know, these cult status products are newsworthy still. Um, you know, there's a couple different reasons. How and why, but let's say for example, something is sold out because it is a hot seller. Um, something being sold out is H Elaine, uh, is newsworthy in and of itself because that makes it cool and desirable. I, I mean, I'm kind of a victim of this, but, um, I will be kind of interested in something and I'll start looking around and like start poking and seeing, okay, well this is kind of sold out here.
Oh my gosh, it's sold out there. And then I'm like, I need it. I want it. Like once I find out that it is going to be hard to get, I feel like I have to have it. Does anybody else feel that way? So that's the, that's the signup kind of psychology behind these waiting list stories. Um, it also shows these products are very popular. So a lot of people are like dying to get it if they can't have it because it's so popular. So those stories about products being sold out or products selling out in a matter of minutes or, um, 24 hours, those stories are newsworthy because, and I'll tell you this other factor that I didn't even put in here, but it is. So, I mean, it's all we're talking about right now, but, um, those hero products are, if they're fast movers, the media wants to cover them because they know people are gonna convert and they want that affiliate revenue.
That's a huge, huge, huge, if not, it is the biggest factor. So I would say 18 months ago, our biggest thing that would move the needle were product launches. And we were like, it's new it's now it's fab. It's fresh. You know, this is the newest, hottest, latest, greatest, but those products aren't proven to sell. They don't have a lot of reviews and they're not as likely to convert as these cult products tried and true, um, popular products with really great reviews. And that has become, I would say the shift in the last year and a half, that's become almost more important, um, is that they're gonna gonna move, especially on, uh, big retail partners where there's a good affiliate program, Amazon, if there's reviews and people love it, it's more likely to sell through. And that affiliate revenue opportunity is the most enticing thing for editors to consider your so we love hero products because they're more likely to convert.
I think that sold out is newsworthy when there's a restock, because if something sold out, um, editors may say, well, I don't wanna promote a sold out product because there's no revenue opportunity. Nobody can buy it. So talk about product that's sold out in a week is now back in stock with a X number person waiting list. You know, something like that is really newsworthy because the person reading, it's gonna say, well, man, I gotta get that. So they're gonna click through and transact. And that's very appealing to our media partners right now. Um, gimme like a heart thumbs up something. So I know, you know what I'm talking about, anyone in my programs knows, but that, you know what I'm talking about when I say that, um, this affiliate piece is so important and why like the most recent stuff we've talked about by, um, interviewing our media partners and really getting their take on it. Okay. So I see, yeah. Anyone in my programs knows cuz it's been a real source of discussion the last few months. Um, any, you know, let me know if you need me to tell you more about that right now. I'm happy to, so let me know in the comments don't be shy. It's okay. Um, it's something I will say, raise your hand if you want more, because it is something you absolutely must understand if you represent brands with products. Okay. So if you want more, just let me know. Hi.
Hi Dar. So, um, when should you promote these hero products? So if there's a time of year where, um, , I love representing people, no affiliate concerns, but people have opinions. They have personalities. I mean a lipstick. It's got nothing to say. It just is. So I don't wanna deal with egos and you know, person that you're representing is like my stuff's the greatest that ever was. And you're like, oh, the media doesn't really think so you have to break that news to people sometimes and say, well, and I know people are founders of products, but I think it's easier to just send off a product and they like it, or they don't, or they put it in their closet and they pull it out if they need something. Um, but I know you understand that too, Jane, but the affiliate piece is a huge factor.
If not, I will say it is probably the number one factor these days. So if there's a time of year where there aren't other seasonal themes that would work for your clients, any holidays that would fit or other product launches that are a campaign you're focused on right now, that's a great time to go back to those tried and true hero products, put it out there. It's a really, um, powerful strategy for your clients because it builds consumer confidence. It is, um, you know, you're able to show them this is a best seller. People love it. Um, they're really confident in purchasing it and it has like a very high satisfaction rate. And then people start to trust that brand more, some brands are built on the success of a single product. And then that expansion, you know, like I mentioned with Charlotte Tilbury and NAS, um, yes, Charlotte Tilbury is like a famous makeup artist and has a whole range of products and they're all very beautiful.
Um, but that put the brand on the map. Um, so that cult favorite bests seller will give people a high level of satisfaction and confidence. And they're gonna be really, um, confident and trust the, the brand that you're promoting because they love that product or they'll get it and they know other people love it. So it's a great strategy to go back to those. So, um, you just have to kind of come up with a fresh way to talk about it, a fresh way for people to use that hero product or go to the benefits of some of their key ingredients. Specifically, if there's something seasonal about the ingredient like pumpkin, I mean, I don't know, you know, you wanna like match the season. So fall pumpkin is a, an ingredient that helps, you know, make your skin not red and irritated. I don't know something it's seasonal to talk about that ingredient.
And you know, that the pumpkin mask is the number one seller on your client's line. So focus on that, you know, go back to those benefits that are useful, like moisturizing in the winter, or keeps you warm in the winter, um, helps dry skin when it's winter time. So you're focusing on ingredients, on ingredients, on the benefits or the features of the product that have maybe never been featured before, or that were featured somewhere and really hit the mark. And people were like, oh, that's cool. Like for example, one of my clients, um, back in the day, well we, yeah, so back in the day, we're not doing this one piece anymore for them for the moment, but we were representing a baby and kids brand that had products where the tagline is must haves made better. And that made better piece meant that every single product that they released had some unique component about it that made it better than any other of that basic item on the market.
You know? So let's say like, um, like a, they call it, I think a stroller Muff. We don't need them in California, but it keeps your hands warm while you're pushing the stroller. Right? So you put your hands in this thing. So there's a million of these like stroller muffs on the market, but theirs has a little pocket that you can use your touch screen phone, and it'll keep it dry in the rain, in the snow. And you put your hands in this thing. And if you need to touch the phone and, you know, listen to music or answer a call or just check email or whatever, that was the made better piece of it, because you could actually use your phone while using this very common item. So we did an entire campaign focusing on some of their best sellers and the things that made them so remarkable, the things that were different and you couldn't really find that anywhere else on those basic items, um, with other, you know, baby and kids brands.
So we went back to those hero products, like their diaper bags and they're changing pads. And we highlighted those benefits that had never really been highlighted specifically before and really, uh, drove home that made better piece of their tagline. And that was like a specific campaign, uh, Nelson saying when I did PR for bell tone in the winter, I sent out a press release title tips to keep your hearing aids and tip top shape during the winter. yeah. I mean, it's a, a hero product. A lot of people have them and, um, you know, winter, winter was the season and it's like, what, you know, maybe you highlight certain things that are a problem in the winter and how you can use those hearing aids, not my personal expertise, but, um, to, to keep your, keep your hearing and your hearing aids in tip top shape during the winter.
Um, you know, so there's like some seasonal angle that you can, I, I would imagine Nelson, you were mentioning it cuz it was a successful campaign for you. I'm imagining. So, uh, oh, hold on. I it's a delivery. I don't know. Um, hold on. I think I can see who's here. Oh yeah. Delivery. I think, I think it's dog food okay. Um, okay. Good Nelson says yes, it was. So going back to those hero products that, you know, have a lot of, um, confidence with consumers, a lot of, uh, success and satisfaction when people purchase them, they're known to the brand, uh, maybe they're expanding that collection and that's sort of newsworthy in and of itself, but even if there's nothing else to talk about, those are going to be very appealing to editors because they know that the conversion is pretty high. When people click through, they'll see those positive reviews, people love these products, so they'll click on it.
The price point's great. The reviews are amazing. So they will, uh, feature it because people are likely to put it in their cart. So we had a call yesterday. It was kind of interesting because it was an international call. We had people in Taipei and um, somebody in Brazil and it was it's cool. I like connecting with these clients and we met the CEO yesterday. We've done a really good job for them. Um, but uh, we had amazing success during prime day. Like I can say that because my team, uh, crushed it. I mean like top tier publications, like crazy promoting their, their lightning deal. And um, so they were really happy about that. But the lightning deal was promoting their foundational, um, baby monitor bundle, right? Like it was the core product in their collection that people love and the reviews are amazing. That's what people were writing about.
And we had been pitching their new product launch and kind of hearing crickets. And so we kind of did a postmortem and said, what happened? You know, why do we get so much success on this other thing? Well, because Amazon has hundreds of five star, four or five star reviews for this product and nothing for this new product. So it was all about the decision from readers to become consumers. Are they going to click through and buy it? And the likelihood of the new product is lower. So until they're able to amass some positive reviews, it's really hard to get coverage. You may be finding that with your launches. Um, and I'll tell you a way I would. I think you can combat that, that we're gonna be testing out more strategically. Let me know if you're experiencing that. If you're kind of having maybe more success promoting your client's products that have been around a while and have a lot of reviews that are really positive versus we used to just get a lot of media attention for a launch launches were like the best.
You know, now we have something newsworthy timely to tell the media, but it's not like that anymore. Let me know if you're experiencing that and the way that we're gonna suggest combating that or playing within the rules here is working with an affiliate platform directly on the, um, brand's website and offering a super high commission for a limited period of time. So, um, you may see brands everywhere when they're launching. I've gotten some behind the scenes Intel that they're offering 25 up to 25% during that launch month. And it becomes really appealing for editors to cover that directly through their site. And our client said, you know what, if we do that, we are actually not even losing any money. Um, it's the difference between us paying the publication directly versus us paying Amazon? Like Amazon's getting 15 to 20% of what they're selling. So he said, it's actually better for us because we're, you know, getting that media coverage and we're not really losing that much.
It's like it shifts, um, to a marketing spend that affiliate commission and you can offer it in a limit. You can change the commission so you can change it to, you know, 8%, 5% after the launch. And you can say directly through our website and if it's a pricey product, like my client's products are three, $400. Um, those are gonna move the needle because they don't have to sell a ton to generate significant revenue. Okay. Does that make sense to you guys, um, as a strategy, have you ever done it that way? We have not, but we are going to implement that for our next launch and see what happens because I think that's the way I, James, I think that's the way to combat this problem when a product is new and it doesn't have a lot of reviews and editors are less likely to cover it because that buying decision isn't so clear for the customer, they want to feature something that will earn the publication revenue.
So that's why we love hero products. You can always go back to them because editors love talking about them. The, the sale is more likely the confidence in that consumer to make that buying decision is more likely. Those reviews really do help move the needle. And if you have a launch with no reviews, set up, share a sale or some other platform on your client's website and offer a really high commission, 25%, whatever's the highest they can afford in that launch period. And any loss profits could be kind of shifted into the marketing spend category. You know, that's how they need to be thinking about this. So, uh, we like that, and those are hero products. Those are the ones that your, uh, brand is known for, but then there's also these slow movers. , um, I'm laughing because we had a call with a client, um, last year and they were like, you know, they had kind of a generic form of Mandal Rogan for, you know, for, uh, hair loss and hair regrowth.
So it was right before father's day. And they were like, you know, we really need to move this, this, um, you know, hair regrowth serum that was essentially minoxidil out of our warehouse. Can you help promote it for father's day? And I was like, I will not because I do not think my husband would appreciate me buying him a bottle of Rogan for father's day and being like you're bald. like happy father's day. It's not exactly a gift. So the lesson there is, don't be afraid to push back on your clients if they're trying to make you, uh, jeopardize your relationships with a really bad pitch angle. Um, not a good one, but there are other slow movers that you can position for your clients and kind of help blow them up, get some attention for these things, if they're a good fit. Um, and there's just something about it.
Like, you don't know why they're not being featured, but you can position it as like under the radar favorite or best kept secret something like that that will really, um, make it enticing and, uh, you know, give them a new reason to talk about it. So one of the things that we did to help the media talk about a product that was really popular a couple years back, and hadn't really been selling that well since the launch, um, I've mentioned this before, but it, it it's because it just really converted so well that it's worth mentioning here, but we had a client with a hair mask and like a little, almost a container like that, right? Like a little tub. So it was thick. This isn't client of mine too, but, and we, um, came up with the idea to just take a little bit, put it on a plate, microwave it for like 30 seconds, put it in your hair, wrap your hair in a shower cap, Orran wrap or whatever.
And now it's like a heat, you know, deep penetrating hair mask. And that product had been launched two and a half years before, but now with a new way to use it, we were able to get a ton of media coverage for that simple tip. So, um, if there's a way that you can, you know, it's like, we're seeing this on TikTok, quite a bit. People using products for something that it's not entirely intended for, but it's working and it kind of goes viral or a product that works so well that people just can't believe the instant results. That was that, um, under eye serum, that video came out a year ago. I can't remember Jane, who was it? That it like, it was like Dr. Um, I can't remember who, which doctor it was, but, uh, no more bags or something or baggage, excess baggage, something like that.
And it, like in real time would tighten the undereye bags and people were like that video's doctored. And then it went around like, no, it's not doctored. It didn't do that permanently. And it kind of made your eyes look a little weird, but it definitely did like, you know, make your wrinkles and bags go away. That went kind of viral. Um, that product had been around, but now someone was showing it in a new, in a new way. Um, there's also like, and it's all cosmetics for me, cuz that's what I kind of pay attention to. But think about it for your industry. There's Clinique. They've had this like honey, you know, it looks black, it's called black honey, but it looks good on everyone. And it's been around forever. It's been a hero product forever, but Clinique is kind of seen as like a little bit, not cool anymore, a little kind of old.
And you know, you were excited to get the free gift in college. It's not that you know, exciting anymore, but the black honey went viral on TikTok and that brand is, is popular. Again, it just takes that one thing. So these are maybe, um, ways that you are showing something as like a best kept secret or it's under the radar. Um, you know, it's like a FA a favorite product of people in the know, and you can kind of highlight these slow movers and help your brand get some attention for them and get them like out the door. Um, so if there's like a glut of inventory on a certain product and they're like, we need to clear out the warehouse on this, come up with a way to talk about that. That will make it enticing and it will be timely relevant. And you know, the best kept secret or people in the know love this product.
So that's, uh, kind of slow movers and I let, and I was laughing because of the row gain thing. I'm just like, we're not, no, I'm not gonna promote that for father's day. Um, and then if you wanna make pitching throughout the year so much easier and almost like systematized that's, our goal is to help everybody create processes in their business and get their team onto that plan so that they can have a really seamless workflow and always have something to talk about and always be able to tell the client what it is you're working on now, what you're working on for long leads and what you're working on for short leads, and then what's on the horizon without even having to think about it. So if you, um, are wondering how to do that, it's like having a list of big picture holidays, small holidays, celebrity birthdays, you know, not just for right now, but also planning ahead.
Um, and it's there for you at your fingertips with pitch ideas and calendars and all of that. That's what we put together in the pitch lab. So that's exactly what you get on top of master classes and other training, but it's to make you, um, seamlessly strategize your pitching. Um, if you're feeling in a rut, we're gonna get you out of that rut and make it feel more creative and fun and exciting. It's almost like fitting the puzzle together. So you get kind of the framework of the puzzle and that's the holidays and the seasons and the long lead and shortly timelines. And then you plug your clients product and launches into that strategic, um, promotional calendar pitch calendar, so that you have even dozens and dozens. I mean, probably almost a hundred publications for long and short lead on what they're focused on for that month so that you're not, you know, like, oh my God, I wish I knew that August was the denim issue or that they were gonna be covering green, you know, uh, health products in January.
Like I wish I knew that ahead of time. That's what we're trying to pull for you. So we've called hundreds of calendars from publications are usually put out for advertisers, but it's the best way to get insight into what they're working on. And when, and instead of you asking every publication for their media, um, kit, you know, their kit to show what the timelines are for advertising, we've done that. We pull the, that info and make it super accessible to you. And that's in the pitch lab execution plans. So that's, uh, just one of the, you know, other things that you can get is just on top of these, uh, timelines and seasonal trends and fitting all of these hero products into the right pitch angle at the right time. And the other thing that's really cool. I love seeing this is that we have, um, members strategizing with each other, reviewing each other's pitches, getting fresh eyes on it.
If you have a pitch that's not converting and you don't know why get those eyes on it, get the community to weigh in and give you ideas, get on our coaching call and you'll get so much. It's like a, it's like a mastermind. It's not just some, you know, co me coming on and being like, this was how you do everything. Our community is incredible. And the collective experience of this group is like no other. Um, we just had an agency accelerator coaching call on Wednesday and it was fantastic. And it all comes from great questions being asked and fantastic answers coming from the varied experience of the community. And we have also that coming in the pitch lab. So, um, there's tons of tips and resources. It's really, really good. So I just wanted to mention that, and then there's like this free resource.
I'll just drop a link here if you don't already have it. Um, but that's how you position these hero products when there's nothing really else to talk about. And the slow movers, if you wanna kind of be the hero and clear out that warehouse come up with some way that the media can be thinking about that product. That's really good. It doesn't mean it's a bad product. It just means nobody's really knows about it, best kept secret. So get that out there that this is the best kept secret, or get it to somebody that will talk about it and leverage that content and get more visibility for it and, you know, help your clients. Like that's the way there's other ways we help move slow movers. We've gotten on like deals and steals through good morning America or done audience giveaways, um, with those products because sometimes it's really expensive to do those TV show, audience give giveaways.
But the, the challenge there is that I always recommend to clients when they're gonna have any sort of televised, anything, especially promoting a product as the only thing that they're gonna be able to talk about when it comes to that brand, you don't want your, you wanna put your best foot forward. You don't wanna put your slow movers or less popular products because now you're getting that attention. If your goal is to clear out the warehouse, fine. But if you want to capitalize on that major media attention and the TV reach that you're getting on, these shows you wanna put out something that is gonna make people want to buy from the brand and not something that people are like, eh, whatever, fine, it's free or it's on sale, but it's not really positioning your client's company in the best light. So we had a client that was like, just get it on a show.
We don't care, move out, you know, clear out the warehouse. And we also got them on Ellen and the colors they picked were like, not merchandised. Well, they didn't look good, but they were not selling well. And they needed to clear them out. And I was like, this is Ellen. like, you've got to put the best. Uh, oh, okay. Retell me, not, um, always needs beauty giveaways. Awesome. Jane, um, Jenny Luciani um, yeah, she, my client insisted, like we have to put these three colors that don't look good together because they're the ones not selling. And I was like, I mean, I got Ellen and we, they were like, do you have any other colors? And we're like, that's it, that's what you're getting. Um, not ideal, but we still got them on. It was an amazing segment. The keyword ING on Ellen were searched for years.
Like the SEO value of that was amazing. So, but I would recommend not using a huge TV opportunity to put out your slow movers, but that's another way to, you know, do closeouts or giveaways, things like that. But then you're getting visibility on products that are not as popular or don't position the company in the best light. Um, see if you can kind of approach that strategy with the, you know, best kept secret, um, insider info to, you know, only the insiders know about this product and you can get your hands on it. It, oh, sorry. I noticed my mic is really far away. Is the audio okay. Um, tell me, I can move the mic closer, but it's gonna be loud. So anyway, um, that's what I have for you guys today, but I also, um, just to briefly mention other ways to keep your pitches fresh, you can always share the founders story.
Um, you know, we've gotten into that on lives before and we have tons. Um, okay, good. Okay, good. Thanks guys. They said audio is fine. We have tons of training on that. Um, especially in the pitch lab. The other thing that's really okay. So we have seasons and trends. Obviously we're gonna fit all of that into that big master calendar that we share with you in the pitch lab. But it's, you know, focusing on back to school Valentine's day, um, you know, Christmas, Halloween, these things are always the same every year. You can also tailor pitches for more unique holidays like national donut day or inter international women's day, which is my birthday, March 8th, hello, uh, national lipstick day. All of those things are going to be on the calendar every year. So obviously focus back on those because you know, media's gonna be talking about them.
The other one that is going to be more and more prevalent and important are data driven stories. So I think it's worth mentioning this. Um, there's your own data? Let's say your client has surveys or, uh, case studies or things packed with data. That's really powerful. Um, there, you know, this research and statistics, it's a really good way to land press, especially if you package it well and build a story out of that data. But that research has to be ironclad. I mean, we're talking independent peer reviewed quality controlled research. So that's very important, but if your client is able to make that investment and do that, that is a huge angle. That is, um, going to be a great opportunity to supplement the work that you're doing. Um, and your, uh, you know, your client is, um, also like a great subject to be interviewed to support that.
So we love that because usually they'll talk about the data and the findings of the company, and then interview the founder. Um, it's a big investment, but it is a very powerful strategy that only your client can do because they have created this, um, study on their own and found these results, but they can also tap into other, uh, stories that come out around, uh, uh, research surveys, things that have come out in the media and kind of tap onto that trend. The other data driven piece that is extremely important. I'm gonna go back to affiliate is search volume. So editors are looking for high search volume turn terms, like words, keywords, that or questions that have a low results, uh, returned on that search. Okay. So that makes sense. Hopefully data driven searches, keyword searches that have high volume, let's say 50 to a hundred thousand searches a month on best vegan coffee creamer.
Okay. But the results are scanned. There's not a lot of results. That's a huge opportunity. And if you find that you can specifically pitch that to one of your favorite writers, don't pitch it to all of them. If they pass, go to the next one, but that piece, showing them people are looking for this and there's really no solution out there. My client's product is a solution for that. And if you know, you write it up, there's a big opportunity to convert that search and have your story. Be the top of the search. These are people looking for a solution to their problem, and the results on Google are not giving them a lot of options. So there's a huge gap. That's another piece that is what our media partners, our friends in the media are looking for on their own. They're searching data. They want to give you infotainment.
They want their stories to still be authentic. They don't wanna just product, product, product, and not actually love the products and not have it be, um, positioned as like a feature or story. They still want to do that. They want to, to keep the trust of the audience, but they also would love to capitalize on a high search volume and a low results returned and fill that gap with a story that will direct them to a product that they love. They believe in great price point, great reviews, boom, you're off to the races. They're gonna generate a ton of revenue. We did this, we got in, um, daily beast on a beauty feature for my client's L E D face mask. This is a $400 device. And, um, they have rerun that story four times now with different headlines and each time the headline has gotten more, um, authoritative and definitive like L E D face masks and what they can do for you.
And the next one was like, this is the best L E D face mask for you at home. And then it was like, this will change your beauty routine forever. It is the must. You know, it got more and more like you need to get this because it was converting so well based on certain search terms. So they're looking for that. And if you find that and you know, your client's product fills that gap, pitch it out specifically and tell them there's a high search volume, you know, use Google, use Google AdWords and see what people are looking for. And if they're not returning a lot of results on that, that's a big opportunity for you to pitch the media and for them to run something that will generate revenue, insider pro pro tip . So, um, it's a new data strategy that, um, it's not new, but it's more prevalent and important.
So I will mention that one. Um, and then obviously seasonal trends. Whatever's trending. Newsjacking like, all of that is here. We've talked about that a lot. Um, and then I mentioned the pitch lab. So we're talking about all this. We've had a lot of training in the pitch lab around affiliate marketing. Um, we've had a member of the media come in and explain from their perspective what they're looking for and what the reason is behind it. And that was incredibly helpful. Um, and we just got you. We wanna give you the latest, greatest training and resources. Um, I am extremely proud of the pitch lab. I think it is something that, I mean, it was so needed when I started and how to figure all this stuff out on my own. But the goal here is to save you time, to empower you and your team, to keep your creativity high and let you focus on just doing what you do best and not wasting the time to pull editorial calendars from publications.
Like we have that for you every month, you get an execution plan that's like 50 or so pages, and it's set up the same way every month. So you know what to focus on on long lead, short lead, what publications are focusing on that month or the upcoming months, we give you pitch angles that are timely and relevant birthdays holidays. Like it's it's. It's awesome. So, and then training on how to do PR and then master classes and a coaching call. Oh my God. I think we're undercharging if you ask me, but, um, but we're not raising the price just because we just want to keep it affordable and make it a no brainer for you. So just like you have a database or other things you're paying for in your business, this is something that helps you do your job better, faster, more effectively. And it's like something that becomes essential in your business for you and your team. So I will stay on for a minute. That's what I have for you guys today. Anybody have anything good to share with me?
Anything I'll stay on for a minute? Tell me something good. I'm trying to think if I have any follow up stuff to ask any of you guys, um, oh, what do we got yeah. Now since I hear an airplane going over your house, you know, I don't even hear it anymore, but we are. I can see, I can see the airplane it's right there, but straight out there's the Burbank airport, which anyone who knows LA knows that lax is awful, but Burbank is like the easiest in and out greatest airport. It's eight miles straight that way. And about two and a half years ago, they changed the flight patterns and they moved them over the valley where I live. And so now, oh, yay. Lane, two new clients. Now the flight pattern of these planes taking off, go right over my house and it, and it goes over my parents' house too.
They live about seven miles that way. Um, it drives them nuts. I tune it out. I honestly don't even hear it anymore because what do you, I mean, what can you do? But all throughout the neighborhood, there's like signs, um, there's signs about like change the flight patterns and you know, this is unacceptable. Um, you know, I don't, I mean, I don't have time for that, so I just chose to tune it out. So Elaine, tell me about your two new clients, if you can. Um, what niche are they in? Um, but I'm so proud of you. That's fantastic. And I hope Elena is in the pitch lab. I mean, uh, agency accelerator. And so is Sally. And so I hope that you got, and so is Serena and Nelson was in the pitch lab. I hope you guys, um, bumped up that rate. You guys know, I always say Jack up that rate, especially, you know, you, you know, you three or four of you, I mean, you Nelson has no problem charging what he's worth, but, um, between Serena lane and Sally, like the experience that you have, uh, world elf org, prop kit for days went to Ireland.
Oh, cute. That's cute. Um, okay. That's one. And Sally said, I just got an image of a thousand bilingual Oscar, the mouse, and I'm so excited. Congratulations. Um, thanks to all this training I've gotten so strong about not giving away information when talking with prospects, uh, Serena's been quoting much higher. Yay. That makes me so happy. Um, and then a home campfire company with a fun smores kit for holiday. Well, Elaine is the queen of holiday food gift pitching and her case study of pitching seven sister scones and landing on the today show and in better home and gardens. Yes. Um, and another public, I mean, multiple publications that is inside our winning pitch vault inside the pitch lab. So we have pros like these seasoned. Incredible. Yeah. Um, and, uh, yeah. Um, sharing their pitches in the winning pitch vault and we have it for different niches.
That's another freebie. I forgot to mention. Um, good housekeeping. Yes. Oh, I said BH and G good house. I knew it was a two word thing. And then I was like, how's beautiful. No good housekeeping, duh. Um, and, and today's show and it sold out and it was like a huge success. Nelson said, someone referred me a new potential client in the restaurant franchise industry. I'm now building a new version of my deck to show off on my previous PR hits in that industry. And that's what we do too. Um, Nelson, we have our capabilities deck and we will spend the time to position it front to back in one niche with our results, our case studies, our press clips. Um, and then if a client from either of our niches asked us for a proposal, we send them that capabilities deck. And, uh, it's already pretty much done.
Um, I will say, uh, and Serena's been quoting her rate much higher. That's so fantastic. Um, I'm talking to someone, I, I do one-on-one coaching with somebody who is, um, her agency is gangbusters. It's insane how much her agency is making multiple seven figures. And she is pitching out new business now. And her niche has gotten very, very competitive and they are, I know, so Nelson, you're not gonna like this, but she is. First of all, she's answering RFPs where I will say, unless you have a no to RFPs, they're a waste of time. Especially if you don't know anyone in the company or you don't have anyone that's gonna be championing your championing, your agency in the company. Um, she's been losing them and she's like the best she has all of the best people in her niche, like hands down and the last few requests for proposals RFPs, which I hate that is when an agency or a company puts out a request for you as a PR firm to submit a proposal to them.
Um, I'm sure Nelson is furiously typing about don't do it. Um, RFPs spend, they take a lot of time from you and your team. Um, they're probably asking, yes, I don't do RFPs either. And the reason that we don't do them is because they're talking to a bunch of agencies, they're putting out a call for information. And, um, usually they're asking for strategy insight into how you do your strategy. Now they have all of these ideas from like 10 firms and what it who's to say, you're gonna actually win that work. You've spent all that time. Um, they're driving the process rather than you putting your best foot forward in the way that you want to. And unless, you know, someone at the company, who's like, listen, we wanna work with your agency, but we have to go through the process and that's somebody, you know, or you've worked with before and you trust them.
You're not gonna win the work, but lately, and you're gonna really help hate this Nelson. The response she's gotten is that her proposals are not as tailored or detailed as some of the other ones, and she's not winning the work. And some of the work has been like perfectly aligned for her and her business. So we did a one on one session, uh, to position it better without giving away too much. Yeah. I know Nelson's leg, let's go outside and rumble them, them be fighting words. Like you cannot, it's a waste of your time. Seriously. I know new agencies or people are like, well, but like, we're gonna do it. And we're, you know, it'll be great. And we'll, you know, we can't be in it if we don't try the chances of actually, I don't know that I've ever won an RFP. Um, and are, you know, even when we're like perfectly, perfectly aligned, it's like, they don't know what they're looking for.
So they just throw out like, blah and say, what do I, you know, tell me what I need to know, what are you gonna do? What will you do for me? We wanna be this. How will you, and then they'll say, well, we have this budget. How will you allocate it? And you're like that isn't even enough to cover my retainer. And you want me to allocate this for influencer spend and, you know, launch campaigns with events and like, seriously. So now you're scrambling to win this work that isn't even great. It's just a waste of your time. And they take a lot of time out of your regular. If you're gonna use 10 hours to respond to an RFP five to 10 hours, please take that time to do cold outreach or tap your first of all, tap your network. That's your best source of leads and then do cold outreach.
It's not beneath you. It's not beneath anyone. We actually talk a lot about doing it inside. Um, the agency accelerator, but referrals are the number one best way to get new business. Absolutely. And Nelson says referrals are much better. So, but the key here is that it's been very interesting that the RFP responses she's gotten back, the feedback has been not specific enough. And I'm like, you can't give them your strategy. So we found a way to, uh, frame it better, cuz she's like, I really just want to win one of these. And I said, okay, let's, let's talk and we worked on it and got some insight and pulled actually a lot from the execution plans inside the pitch lab. Um, you know, more generic stuff, not like full on strategy Nelson don't like blow a gasket but um, and now she's in the running.
So we'll see, I think that the call went really well. And I can't remember what the feedback was, but it was really about, it's really about showing them on their questions in that order and giving them what you want them to know without giving them your strategy. And it allows them to do like apples for apples when you position it exactly the way they're asking for the information to be shared with them. So if they ask a question and you're like, I would, I wouldn't normally answer this or talk about this, you know, answer the question, but find a way to bring it back. I already did blow gasket, uh, find a way to bring it back to the information you want them to consider about you. But you do have to answer the question so they know what they're looking for, you know, so they see what they're looking for and then see you giving your best, not strategy, but results and case studies and feedback and, um, industry expertise and all of the things that it's showing your capabilities, but you're positioning it to answer their questions and the RFP, but to avoid that altogether just don't do them.
It's not worth it. It's not worth your time. So just my opinion and Nelson's so anybody have anything else for me before I take like a week off and don't see you guys until August 18th. Um, anyway, I really appreciate all of you being here. You guys are the best. Thank you for, um, not letting me talk to myself like a crazy cat lady, although I'm not a cat lady anymore because my kitty, I had to put him down what you guys know. So now I have a dog and we're looking for a cat. I actually emailed, um, Howard Stern's wife today, but they're in, you know, they're in like south Hampton. Um, uh, hi, Angela, touch on calls with potential clients. Oh my God, you need the agency accelerator. It's all in there. There's so much in there, Angela. Um, uh, um, it, so we have a four pillar framework inside that program.
That's strategy, sales, service, and scale. You are working on your strategy, positioning your agency as the best fit, who you serve, how you serve them, that's your niche, um, pursuing the right clients filling. So before you even get on calls with potential clients, you're on that path with the right fit for you and your agency. And then we have, um, on the sales pillar, we have how you approach the sales calls. Red. There's a whole training on red flags. There's a training on what questions to ask. Um, there's a training on, um, I mean so much it's so good. And sales is like my number one thing that I think I'm best at. Um, I'm not doing a great job right now, but, uh, it is, um, focusing on answering, you know, getting the information from them and answering their questions and then having a proposal that you return more like a capabilities deck, but it directly addresses their specific needs because they have told you what they're looking for and you're just giving it back to them.
Um, and there's a whole strategy that we share about approaching calls with potential clients. And like I said, the red flags training alone. Um, you're welcome, Beverly, it's so nice to see you on here. And then the information on cold calling it's inside the agency accelerator, Elaine. Um, I can look for, you can search, um, you can search. It's going to be, um, oh God, what is that water on? My it's going to be in the second, like pillar. So one of the, um, fourth, fifth or sixth modules, probably like the fourth and I can find it for you. Um, and, and link it to you directly. Just give me a minute, um, when I log off, so I'll send it to you, but, um, it's in there. And Angela, like, if you're curious about that, there is so much on the sales process, the strategy behind it.
I mean, it's not just getting on the phone. It's like, what are you trying to accomplish? What's your, um, mindset and what are you ask? What are you trying to get from the client? You're just as much, you know, deciding if they're a good fit, as they're deciding, if you're a good fit, you know, not everybody gets to work with you and you can tell immediately, I mean, I hope so, but the red flags, you could be like, oh my God run the other way. Or like, Hmm, I have a referral for you. We're not the best fit or we're not accepting new clients. You're just like, this is a nightmare. And you can always tell nightmare clients. We tend to ignore it in that beginning because we want the work, but the signs are always there always. Um, when is the agency accelerator opening again? Soon? I think um, if you're curious we're, um, if you're curious, you can, uh, reach out to my team, um, Miranda, um, I'm typing her
Small email address Miranda. Um, it's opening again. I think, I don't know, October, September, but we have people joining us now. Um, like we just had a couple of people over the weekend that jumped in. There's no, you know, there's a couple benefits to waiting, but not really like, let Miranda tell you . Um, yeah, but it's great. It's really, really great. And, um, yeah, so that's what I have for you guys. Anybody have any other questions we're also launching sort of under the radar, but at the end of this month, we're launching a high performance coaching program. That's sort of the next level and that is gonna be called, what are we calling it? I can't put the name yesterday. Hold on. Let me tell you, uh, what are we calling this oh my God.
Uh, elevate. sorry. That was really embarrassing. Um, we just, they just came up with it. I was like accelerate. Um, but El, you know, um, after our agency accelerator, it's elevate and I'm a certified high performance coach and it's gonna be a 12 week group, small intimate group coaching program. There's an application. If you're interested, it is like taking every aspect of your life to the next level. What's important to you, you know, is not the same as what's important to me, but could be your relationships, your finances, your physiology, your psychology, spirituality, whatever that looks like for you, your business love life romance, whatever we focus on week by week, uh, approach that builds on itself to help you become a high performer. And it's going to be fantastic. And this is the beta group, um, because I just went through the certification and I'm doing private training now with a small group and it's awesome.
And I'm so excited. Um, but the beta, group's gonna be 50% off of our regular, you know, container price because it's new and we're, you know, ironing out the kinks, but it's going to be fantastic. And if you're interested, also reach out to Miranda support at generation academy and we can get you the application, um, 12 weeks proven high performance framework with your, you know, um, your, your P Jen, um, but really it's about the collective goal of the group and shared values and us all moving forward together. Um, it's going to be so awesome. So anyway, let us know if you have any questions about anything we have to offer you. We have a lot, um, and reach out to Miranda, we'll guide you to the right thing free, or, you know, paid or whatever. We have so much stuff, no matter your budget. So all right guys. Um, and Elaine, I will look for the, uh, cold pitching. Let me just open my platform here and then I'll, that'll remind me to get it to you. Um, and I will see you guys soon. Have a wonderful next two weeks, please. Don't be a stranger come say hi on Instagram or whatever. I know. Um, yes. Ah, so sweet. Um, okay. I will talk to you guys really soon. Be well and have a great rest of your week. Bye.