The Power of Press: Getting Your Professional Organizing Business Featured in the Media with Rachel Rosenthal
“Just remember, whoever it is, writer, TV producer, all these people, they get hundreds of emails a day. So the point of this is, number one, cutting through all of that and how do you do it. And number two, writing pitches that are timely, that have interesting topics. So you’re creating the story.”
This interview originally aired as an episode of the Pro Organizer Studio Podcast. If you would like to listen, You can CLICK HERE or find us on Apple, Spotify, or anywhere you love to listen to podcasts!
I met today’s blog guest Rachel Rosenthal at the How To Summit, which by the way, the Summit, I am thrilled to be attending this year in September, and I hope you will too! They have an early bird special for the Summit until January 31st, 2024. And I would love for you to get it on that.
But ANYWAY— I met Rachel at last year's How To Summit. And she was talking about the power of press and the media, and doing press in your organizing business and what it brings to you—and I wanted to have a more extended conversation with her, because I do think this is something that is really important.
And it's something that I don't do a wonderful job of in my own organizing business. A lot of times I'm bringing you things that are good for your business, but they're also good for my business. I am still an organizer, and I still go out to see clients. So this is something that I wanted to have a really great conversation with her about how we should be using press.
I got energized talking to her and hearing her enthusiasm about it. And I really encourage you to check out all of her stuff HERE and if you want to take her online course, The Power of Press, use code POS for $100 off by clicking HERE.) Here’s my interview with Rachel!
Melissa Klug: People who went to the How To Summit, this will be a little bit of a refresh, but can you tell us a little bit about your journey on PR and just on your business.
Rachel Rosenthal: Sure. I was a lawyer for many years and then just decided it wasn't for me. And so I started getting into organizing about 15 years ago, which just seems crazy. And started my business here in the Washington DC area.
It's grown over the years. And I've obviously used several different marketing techniques I would say. But I would highly, highly, highly recommend and say that my number one most successful marketing technique would be using press. And I feel like I just kind of fell into it many years ago, and it has been something that I've worked at ever, you know, since I haven't paid for press any of these 15 years, but I've landed myself in, you know, over 100 publications like Real Simple and Better Homes and Gardens, CNN, Wall Street Journal, all of those publications.
And I think it is the absolutely number one thing, at least for my business. And for many of my coaching clients, the number one thing that I suggest professional organizers, or just really anyone in a service based business looks to implement within their marketing strategies and techniques for their business.
Melissa Klug: Well, tell us a little bit about why it's important because I think a lot of people hear like, okay, well, I don't live in Washington, D. C. So what, why would I want to be quoted in the Washington Post? And I know it sounds silly, but can you give people the lay of the land of like why these things are important?
Rachel Rosenthal: Yes. So I would say live wherever you live, and I would say it start with something local. It is important because you want to get your name out there to your local community. I mean, I would think about who your ideal client is first and then say, Where are those people reading things? What are they listening to?
What are they watching? And then you're going to go from there. You don't necessarily want to be in the Washington Post if you live in Minneapolis, for example, that will not get you clients in your local market. However, if you then go on to wanting to Span into the national market, then maybe a hit in the Washington Post would be helpful and successful.
But you have to think about the whys of press and the wheres first before you just start going at it. I know a lot of people are like, oh, it's too overwhelming, I don't wanna do it. It's, it's. very complicated, but it really isn't.
And I will say, I talked about this at the How To Summit. I am a very, very, very shy person. And I think most people don't know that because I am in the press or I do go on Instagram or whatever it is, but the press is just a way for me. And what I think for other people listening is a way to talk about your business, a way to talk about who you wanna serve and what your interests are and your businesses just in general.
And, you know, stuff that's going on in the world that's related to your business or chips for your business. It's just such an amazing conduit to get the word out there and education. And so I really look at it as a thing to serve anyone who is listening to whatever I'm talking about or reading it. But it's a way to hit a lot of people versus just the people who you're working with locally.
Melissa Klug: Well, and I love what you said too about you are not someone who is like, Hey, please shine a spotlight on me. I think that's what, and I want to talk about that a little bit because most people say about networking or any of these other things that might make us a little bit uncomfortable is, yeah, well, I don't really, I don't love having my picture taken. I don't really love being out there. How have you been able to get over some of that?
Rachel Rosenthal: Yeah, I feel like when you start a business, no one talks about this and they're like, yeah, but you're the face. So you gotta go. I mean, photo shoots, hate them press and being the spotlight a hundred percent hate it.
And so because of that networking, I do it if I can, but then that exhausts me. That's my personality. I will go and then I'll have to come home and, you know, be in my house for a little bit. I just feel like it's one of those things that who else is going to talk about your business and know the most about your business or know the most about your clients or want to serve the people that you want to serve clients.
Other people who just want to read, you know, organization tips, for example. Then you are your best spokesperson. That's why again, I've never paid for press, because I've always come back to me.
And yes, I don't want to be in the spotlight. But that's not what i'm using the press for. And so if I switch the way I'm thinking about press and how it actually helps my bottom line like triple, I don't know what the percentage is—then I realized, okay, I'm not going after press to be in the spotlight. So someone could be like, oh yeah, she was on X, Y, or Z TV show or in this magazine, I'm doing it so that I can grow the bottom line of my business. And then I think about it in such a different way that it's like. Oh my gosh, if I wasn't doing this, what would my business look like?
And if I slept on not doing press, I would not have the numbers that I have in my business. So it just makes financial sense. It makes marketing sense to me as a no brainer. Once I flipped the switch of, you know what, I'm not doing this for, the big lights and headlines and all of that. And I'm, I'm shy, but I'm not doing it, you know, for that. It really changed the way I thought about press.
Melissa Klug: Well, I like what you said too about it changing the lens to it's a service. You are actually serving people by bringing this message to them. You know, whether it's, even if it's someone that maybe never uses your services, you get to the people that will use your services, but you can also get to service people that maybe would never be able to utilize your services too.
Rachel Rosenthal: Yes. And to get even more into it, but the people I work with in the press. I've worked with for, 15 years, let's say, and all of those people come back to me and there's a reason they've come back to me and I keep asking them. Well, why do you come back to me? They either switch publications or they go off on their own or they come back to me because I provide so much more than they're asking me.
They might ask me one or two questions, but I'm writing paragraphs because I want to get one who serve them. If they do good and they post a story where tons of readers are responding or, you know, writing in and thank you. So the. Then they're going to come back to me and say this person serves me so well. And I served my audience so well. So it's kind of this whole little line flowing down of I'm serving obviously the readers, but in turn, the author or the writer. And so they're much happier and then their publications much happier with them. So it's all this connected you know, whatever you want to say, but I just think I'm doing it because I want to provide value.
And yes, it's free value. It is my time, but I am so passionate about everything I'm writing about to a degree, you know, with different degrees that it shows through, I think. And that's why I don't talk a lot about, I don't know, I'm not loving garages. I will comment on garages, let's say for example, but I'm sure my passion shows through and other topics much, much greater.
Melissa Klug: Let's talk a little bit about, you know, some of these low. So starting local because I think a lot of people just hear real simple or the better home, you know, we've we hear about these big publications. I think when we hear when we think about press and PR, we think about the big publications, Martha Stewart Living, whatever. Tell us a little bit about local things that people should be considering.
Rachel Rosenthal: Yes. So I, my biggest press hit, people always ask me, what's your biggest present to date? It is a local newsletter and that changed the trajectory of my business. When I first started, and people I don't even think the newsletter is actually in existence anymore.
It was called Daily Candy was for local every single major city had one. And I actually had to discount my services to be in the newsletter, but I just decided for me, that was why I wanted to do it and get my name out there locally. It changed my business. Um, exponentially. And so locally is where you want to start, especially if you are looking for clients locally is where you don't aim for the Martha Stewart and the Real Simple. And that's not to say you're not going to get there one day, but that doesn't actually help you at all with local businesses, local networking, all of that. So I always say, start local and that's as local as a school newsletter, or our local interior designer sends out a newsletter to her list. Get on that list. Where are your referrals coming from? Look to see if they have small newsletter lists or big newsletter lists, or if there is a local paper at your supermarket, like Whole foods or a co-op. Do they have a you know, monthly paper that goes out that you can write an article for these things don't have to be these giant, scary, real simple Martha Stewart Living.
I want them to be obtainable because that's where your clients are reading and watching and looking local news. You know, what programs have this sort of lifestyle segments that you can go on and show your skills on TV and if TV scares you, there's podcasts. There's tons of podcasts around here that talk about local restaurants, bars, happenings, all that kind of stuff. You want to be on that podcast as the local organizing expert for your area.
Melissa Klug: I tell people all the time, you've got to look at local podcasts because there are more than you can possibly imagine because everybody has a podcast now. There are a ton of them out there and whatever your niches, if you like to work with moms, I guarantee there's a local one for moms in your area.
And the local television thing too, is you guys, I mean, we might not realize it cause I don't watch a lot of daytime television. There are local television shows for every municipality, unless you live in a very tiny area.
Rachel Rosenthal: Everything, everything. And I totally agree with you on the podcast. I feel like that's an underrated area where people can actually go on locally and those people are looking for guests, just like you're looking to go on.
But before you scatter yourself too thin and because there are going to be a million options, no matter what area you are in. I would think about why and who your ideal client actually is, because if you don't have that in mind, then you could go on, I'm making this up, a local dentist podcast where like dentists aren't your niche.
Or you could go on a mom's podcast and moms are actually not your clientele. You're working with the elderly and downsizing, so think about all of the different clients and or narrow it down. I'm a big fan of narrowing it down and then spread your wings and say, where can I go locally to find this press?
Melissa Klug: You don't want to go to the work and go promote yourself and get something and then have it be like, Oh, these are 0 percent of my ideal clients.
Rachel Rosenthal: Right? Right. Time. I mean, the press is time. It's just, it's time.
And so you got to think about it and be strategic about where you want to go right down those top 10, top 20 places that have your ideal client that would. That people are listening to locally. So if there's, I'm just making this up 25 podcasts that are mom podcasts. What are the top two? What are the top three that are really going to give you the most bang for your buck or where the moms who have the income or the interest or live in that actual area really are and are really listening to because again, there's so much out there, which I think a lot of times intimidates people because they don't know where to actually start.
Melissa Klug: And then the, the point that you made, which is very important. And as someone who has a podcast who you know, we are always looking for content, right? It is very challenging. Whether it's television or a podcast or anything else. It is very challenging to make sure that you're constantly churning out content. There are people who are looking for that, but you also have to demonstrate why you're an interesting, you know, potential thing for their audience to write, right?
Rachel Rosenthal: It's not just an email, “Hey, I'm a professional organizer would love to be on your podcast.” Because then they would be like, reject. No, I mean, yes, but you have to be talking about something interesting, whether it's something currently going on that you can relate to, or a seasonal a lot. I talk about a lot about this in my press course, or Something that is interesting to you, that is something that is a passion project of you.
I have a lot of coaching clients that are working with. People with ADHD or something else that really you have a passion for, then that's what you want to be pitching to talk about, because again, the end point, what is the end point that we're looking for it's press around your specific business.
And so just being this generalist, I don't really think helps too much, but it is going for the, what you want to be known for what types of clients you want, especially when you're talking about local markets.
Melissa Klug: So let's say that someone has pitched, Let's just fast forward and say you've gotten something great. This is something that comes up a lot when I talk to people and they've gotten a TV spot or they've gotten something like that. And then they are paralyzed of like, what am I supposed to do? One of the things that I try to remind people is you've got to have little sound bites, right? Like you've got to have kind of some preparation for if you are going on something like this. So can you talk to us a little bit about how to prep?
Rachel Rosenthal: I think preparation is key. It goes to the same thing of when I'm writing for, a magazine or something online. Let's just take a TV show. Since you mentioned that prep is key. Most. TV segments are like three to five minutes, if that, okay. That seems long, five minutes actually, but like, let's say two to four minutes. This is if you have enough time to prep. I've had a lot of people that will be like, “can you be here tomorrow?” So that's a choice whether you can do that or not.
But in the downtime, I tell people be prepping for when those people come because press is, we need it yesterday. We need it in eight hours. We want you on the next day. And so again, a lot of those you can do, but a lot of those you're going to have to turn down because you don't have the prep in, you know, your arsenal. In this downtime where you are pitching and waiting, I would just suggest prepping for things. You don't know exactly what it's going to be. But if you are pitching certain topics, three to five topics be prepped in your arsenal around that.
So for example, on TV, if they were to call you and say, “Hey, we love that segment that you pitched.” We want you on next Tuesday. What you're going to do. TV is mostly live. And it's visual. I would prep number one, look at that TV show and see what have the segments looked like before. Are they with one anchor? Are they with two anchors? Are you at a big table? Are you sitting? And ask those questions ahead of time because that will also help with your prep.
Do you need to bring in props? Probably for TV, the answer is yes. So thinking about what those props are going to look like and set them up on the same type of table that is, you know, on that TV segment or a round table or a long table, if you can, and go down and rehearse what you are going to say.
You also are going to have to account for, there's going to be time in between that anchors are talking to you on TV. You're going to be nervous. I think everyone's usually. You know, thing you don't want to be left with nothing to talk about and or you're going to have to worry about chitchat that goes on and then hit your points. So practice, practice, practice. I mean, write it out. Think about questions that they might ask you. Provide the TV stations with questions to ask you. I mean, a lot of times again, it's not that they're necessarily lazy. They just don't know exactly what they're trying to get out of the segment. Especially if you've pitched it, right?
So prepping all these things ahead of time, your outfit, I mean, I know that sounds. Maybe crazy to some people, prep your outfit for the weekend. I mean, you don't, I love black just like the next girl, but I'm not wearing black on TV. That's when I get my color out. You gotta think about these things beforehand. What shoes? You're not putting on brand new shoes that day that are heels. And like, you're going to be standing for, it's not that long, but by walking there, standing, if you're in heels that are killing you, those are It's going to show somewhere in your body. So prepping literally everything from the segment to your outfit to, getting out the door.
As us organizers, I know like to do like just prep. I mean, this is the time to shine in that way. I've never regretted over delivering and yes, maybe I only get to two of the five tips, but I just feel like that much more prepared to that actually calms my nerves. when I'm, you know, again, for a TV segment, if we're taking that for an example.
Melissa Klug: When I think to learning how to talk in soundbites, because we're used to talking to people, you know, like a little bit more long form, or we might have a client for three hours, but learning how to, like you said, two to four minutes.
You've got to be really succinct, which is not a skill that I personally have. And so the times that I've had to do interviews, I've had to see like, okay, I've got to dial myself back a little bit. Right. So it's just realizing that it's a different form that you are dealing with.
Rachel Rosenthal: I know we're using TV, but think about if you are watching TV, and if you haven't watched this actual segment, go and watch it and see when someone's on there, you are going to only take away a few different tips.
So what are those tips that you really want someone to go—Oh, wow. I just watched Rachel and I learned one, two, three, or I learned one, two, three, four, whatever it is, you want to know what those things are and not making it up in the moment because that will never work.
Melissa Klug: Let's talk about if there are people that are like, “please stop talking about television. It's giving me anxiety just thinking about it.” Like there are a lot of ways that you can get into press that have nothing to do with the camera being shoved in your face. Right?
Rachel Rosenthal: Correct. I don't like TV. And every single time I'm like sweating and, you know, but they're always live. But again, I've done it because I wanted to just be more versatile in my press. Once you do it, I think you feel better afterwards. That you can go on to the next one, but there are podcasts, as we talked about, and then there's a ton online.
So online, the amount of places that you can be online are endless. And so. We talked quickly about the magazines and print and print magazines go to print many months in advance. So that's a whole different ballgame. But online, I think, is the easiest way to actually dip your toe into press.
And so locally, if we're talking about that, think about those local places that have online newsletters or online forums that you could write for. It's just thinking about where you where your client would read online. So again, local events. If you are hosting a local event and speaking at your public library, I would then go to the public library, do they have a newsletter that you can write for?
Is there something that attaches to the library that talks about events that there's just a little bit more of a blurb that you could then write for whether it's expanding on the topic you're talking about or something else. There's so many options. That online for me is the easiest. And when I say write, a lot of people always say, Oh my gosh, do I have to write the article?
The answer is no. You have to write a pitch, which is different than writing the article. But if someone came back to you and said, Hey, I loved that article that you want to do on, I don't know, sustainable products in your kitchen. Can you send me a few tips or they'll give you some questions to answer.
So you're not writing the article for them. Although I feel like a lot of the times I'm, I'm giving them a lot of information to use for the article. You're not actually writing the article for them. So if you're, if you think you're not the best writer or your grammar isn't great or you know, you don't worry about it.
That's the, and I think that stops people from actually pitching because they feel like they have to write the whole thing. But don't worry about it. It's not about that when you're writing.
Melissa Klug: Well, and I think that that's a great point is all of, so a lot of the things that we're talking about are things that we're asking you to get a little bit out of your comfort zone.
And because I will hear a lot, I'm not a writer, I can't blog, I can't do it. But I want you to think about expanding because these are things that are important to make your business work. Like all we're trying to do is help you make your business work. And so if you don't feel like you're a strong writer, let's figure out how to give you some more confidence in that. Or let's figure out how you can take something that you would say and talking to someone and then put that into writing. There are a lot of things that you can do to hone those skills.
Rachel Rosenthal: I would say it's like, it's one of those tools in my toolbox for as a business owner that maybe I didn't think about having to do when I started my business because all I thought about was social media.
But it's the same thing when someone says to me, Oh, I hate going on social media or I don't know how to do the pitch, you know, the captions or the reels or whatever it is, it's just the same way. It's a different medium to get the word out there. Social media, we keep scrolling. We don't see half of the people we actually follow and, you know, whatever, go to the point. that you are going to try something. And again, you might not get, you probably won't get a hit that first pitch, but I say keep up with it. And think of it as another tool to marketing, and don't spread yourself too thin because you're going to end up being, everywhere and nowhere type of thing. If that's the case. And so you have to be strategic about it, just as I would say, be strategic about another social media platform. But then see where is it impacting my bottom line, right? If it is getting you more clients or people say, I always ask every single client that walks through our door, where did you find me?
Yeah, not always going to translate and them saying, Oh, I just saw you in the Washington Post. Right. But it lends to credibility. If I as a consumer, look at there's, you know, 10 organizers in my area, which is not true. There's like 10 billion and one on every block. But if I were to say, oh, I was just in the Washington Post and my nine other quote unquote competitors were not, as a consumer, I'm like, whoa, the Washington Post thinks Rachel is good enough and had Rachel—I want to go with the one that the Washington Post wants to go with.
So that's always also been my, strategy is like, okay, it's going to somehow turn into bottom line numbers, which it does, because they are already vetting you. I mean, that's huge. You're not having to vet yourself this, this publication, your local paper, whatever it is, is vetting you already. You're going on someone's podcast and they're saying, I want this guest. This guest is good enough to be on my podcast. So they're good enough for you to hire. It gets me so excited, and I feel like it's such a missed opportunity for small business owners that they maybe take some time away from Instagram and commenting on people's on Instagram stuff and go on and figure out some press hits because that's going to be lasting business for you.
Melissa Klug: It's a huge credibility builder and this is important, you can leverage it for so long, you know, I was on our local television station, which I mean, I'm, Twin Cities is pretty big. Is that it was four years ago. Is it still on my website? Prominently? Absolutely. It is because I was on KARE 11, right? Like that's a big deal. And so you can continue that going on for a really long time. And. It's also about, because my passion is building people's digital foundations. It's great SEO for you a hundred percent. You know, you get back links on someone else's. It's, it's credibility for your website and for you as an organizer.
Rachel Rosenthal: It's incredibly important. I mean that SEO I'm so glad you brought that up because people don't think about that. I mean, there, I'm not doing press for fun. I mean it's just, it's not, I'm doing it as a business. It gets so many back links.
That's how people come to my site. And that's how I can sort of cut through. And in a lot of different areas because I have all these backlinks to my site, they are posting about me, a TV station, they then repost their content online, then you get the video sometimes then they put it on YouTube, then you can use your press just like you said For years, I would be I've been using my stuff for years and you can repurpose that you can then write your own blog and link to the, TV spot that you did, you can then put it on social media, multiple different ways, you can then put it on to Pinterest, which is another way that, people find you so utilizing that press is it's gold, and you can do so so much with it.
And in your signature line, like something as small as that was recently featured in, whatever the publication is that whatever the new station is that to me again, when I'm a client getting that email with a signature line that has something like, Whoa, you're credible. You are not just some random person that hung a shingle, and said, you're an organizer.
Melissa Klug: Tell us a little bit about the pitching process because I think that's probably the thing that will stop most people. They're like, okay, cool. I'm sold on this. But how, how exactly do I go about it? Can you talk a little bit about that process?
Rachel Rosenthal: I have a press course where I give you some templates on how to actually do it because I do feel like that stops people and I don't want it to.
And especially because people think I'm not the best writer and all that. Just remember, whoever it is, writer, TV producer, all these people, they get hundreds of emails a day. So the point of this is, number one, cutting through all of that and how do you do it. And number two, writing pitches that are timely, that have interesting topics.
And again, for the organizing world, because obviously I know that the best. We don't have a ton of topics that are like related to world news events. That's just not something that happens. Like we can't comment. I mean, I've tried, I just did a story with some celebrities and that, okay, that comes in once around a moon, you know, we're not commenting on world events with organizing. It just doesn't fit. For the most part. So you're creating the story. And so you have to be a little bit creative.
So number one, I would go back and look at what has been published. You have to be on that publication first online in a magazine in TV and say, how are these publications actually writing, reading, whatever the thing is how are we hearing about organization in that form? Because that's going to help you with your pitch. Because you don't want to be pitching, a local magazine, and they do a lot of top 10 lists, for example, three reasons why you should get your garage organized before the winter. You don't then want to be pitching something that's doesn't have a number in it, or doesn't relate to the way that they're actually writing because if you then go against the grain, there's more chance that they're probably not going to pick you up again. That doesn't mean that they always do it the same way, but that's just a way to start to say, Okay, how was that story written? And that's how I can start to do my pitch when I'm pitching some first looking at that. I'm first looking at the last time they did maybe a story about that.
Again, I'm talking about an online magazine. When is the last time they did organizing your kitchen to get it ready for a holiday? If it's something that they've done recently then you have to think about That's probably not something that they're going to pick up again unless it's really seasonal and there's so much time in between or so much has gone on in the world that you can then talk about it because publications and places don't want to repeat stories.
So think about that. And then make it as succinct and interesting as possible. These people don't want to read three pages on how to get a garage organized. It's like a two to three sentence “How do you get your garage organized”? and what's your interesting or what's your specific spin on how you're going to do it versus the next professional organizer that's going to email them two days later about organizing their garage?
Melissa Klug: And I would just like everyone to think about, by the way, we should all be thinking about this all day, every day. It's about them. So whether that is a potential client that is coming to you, we're going to talk about how we are going to help them. It's not about us. It's about them. And especially with these publications, any publication, any sort of press, how are you going to get them viewers, get them readers, get people interested in what they have.
Rachel Rosenthal: Remember, it's a business on the other side, whether it's a podcast, whether it's a TV show, whether it's a blog, all those things are still a business. And so it isn't about you. Yes, you're going to go on and you're going to have, you know, if let's say TV organizing expert under your name, professional organizer, when they do the bio online, that's great.
And that's press and a way to give you exposure and a link to your website or a link to your Instagram, whatever it is. But in the end, they're bringing you on, just like you said. To help their business. And so you need to show in the pitch. You're going to help their business. That's not to say you can't talk about you and your expertise.
But in that pitch, it is not about you. It is about how you're going to help their client, their consumer, their reader, their listener, and then you're showing why you can give that expertise.
Melissa Klug: I, I will just throw in here a couple personal stories as someone who gets pitched a lot. I get pitched as a podcast creator.
And what I will tell you is a co, well, the best story ever was someone who pitched me. I couldn't make this up if I actually tried, but it was a PR person that said, I have X, Y, Z. She's an expert in aquatic weeded control in ponds and lakes. God and I. I wish, I wish I could. And I, it's literally called the Pro Organizer Studio Podcast. So that one is particularly egregious, but the, the reason I want to tell the story is I get a ton of pitches from people who will say, I love the Pro Organizer Studio Podcast. I loved your recent episode on blah. It's a cut and paste thing that they have just pulled from the internet.
They have not actually done any research whatsoever on the podcast. And then they proceed to pitch me something that is ludicrous that has nothing to do with professional organizing, or I will have people that pitch me that say, I'm Julie. I'm a professional organizer. I want to talk about how much I love organizing and the benefits of being organized.
That is not something that my audience cares about. My audience already knows the benefits of being organized. What you're saying is really important. You have to do the research on what you're pitching and whether it actually makes sense to that audience.
Rachel Rosenthal: A hundred percent. And I mean, people just in regular emails, like the, they're spelling your name wrong.
They're not, I mean, look at those things again. You don't have to be an English major. I went to law school. I'm like not known for writing pitches, right? I'm learning all of this on my own. But do your research and yes, it might be time consuming on the front end, but it is going to save you so much time on that back end because you're actually going to be pitching things that might.
Make them interested versus them looking at the email going. What were you going to talk about a zoo or whatever? The thing is, no sense. And you just wasted all your time doing that pitch. And so I wouldn't be discouraged if you number one, don't get a response from your first initial pitch, or it's a no at that point, because number one, if it's a no, I actually think that's great, because then you can go back to them and be like, Hey, remember in you know, December, I pitched you about X, Y, or Z, and then you come back and be like, okay, well, here's a new spin on number two of the four that I pitched you. This is why I think it's relative now. Recent now, whatever. But I think a no is not a no forever. I always think of a no, unless they're really saying like, no forever.
But I think a no is just a, okay, great. It doesn't going to work this time. Cause you have no idea the stories that are working on the articles they're working on. You just have no concept about that. And so I had to learn that for myself. Don't take it too personally. I feel like we're in show business, you know, when I people about this, but it's just like, it's not personal, they have their own stuff going on.
They have editors that are telling them what stories to write. It's not personal. Just like when a client might not necessarily choose you and goes with a different organizer or you've said no to a certain it's not personal. And so I just want people to. Builds like a thicker skin because , I know it sounds like a lot of work to go and do the research and write and wait for the response, but it pays dividends.
Trust me, it really helps with clients coming to you and your credibility. And then I don't know about most people who are listening to this. But my clients talk with other clients and that's how, and I've lasted for 15 years with a lot of referrals. And so you just have to continue to do good, be in these places, be where people can quote unquote, see you. And that also is helps you continue to have a long list of clients. Continue that business going. And I do think that process. I mean, I know press has been that number one thing for me. We can't read as much on Instagram. I don't do all these other things because of press.
Melissa Klug: Well, we cannot. I mean, I work with pro organizers all over the place as, as you do too. And Referrals continue in our hyper connected, online, 24 7 world. Personal, word of mouth referrals are still a ginormous part of so many people's businesses.
Rachel Rosenthal: I, I, I mean, I've been, I feel like a dinosaur every time I say that. But I mean, like when I started, there was no Instagram. Like I had a newsletter and I'll actually tell you the story.
Melissa Klug: You're like an OG organizer, by the way.
Rachel Rosenthal: I'm old. Okay. I know. I call myself that. And it's so funny to hear other people say that, but I've been around for a very long time. There wasn't social media. There wasn't this connection of online, which is so amazing now that we have this and we get to meet other people and connect with them online, but we didn't have that.
And so I've just always done the referral thing. And this is again, coming from someone who's shy, doesn't like networking, whatever. Yeah, but anytime I'm talking to someone with the press, I'm not becoming friends with them, but like I'm becoming friendly with them. I'm providing them. Well, I'm doing good work. So I do that. They do continue to talk about me or come back. Or let's say there's another writer in their office doing a story on organization. And that person in the team meeting is like, you know what? I once had this organizing expert three years ago. Why don't you call her? Because was great. I want that to come out of that writer's mouth.
And that continues and helps with my longevity and his referral in that way. And then the client, it's all connected. But really quick, a story that so I, again, started when there was no Instagram. And so I did a newsletter. I had a very small newsletter list and there happened to be a Washington Post reporter on my newsletter list and people at the How To Summit heard this story. I think in one of the groups, but I wrote a newsletter that I was pregnant with identical twins and, you know, going to be organizing for them, blah, blah, blah. And she wrote me back and she was like, can we come do a photo shoot at your house when they're six weeks. And I was like six weeks from how that sounds great. I mean, amazing. Like what could possibly go wrong? And so, I was like, well, could I wear black? I've just had twins and it's only been six weeks. And she's like, nope, color. We're only going to take a picture from the waist up.
I was holding the girls in front of my chest and like on my waist. And she's like, don't worry, it'll be great. It then got picked up by the Associated Press was in hundreds of met full and then she's like, Oh, I didn't have control over the pic the picture getting it was the whole full fledged picture which again is any new mom knows like that's really not what you want to be taking pictures of like your whole body.
Six weeks after and It was just a mess, but that article got picked up in hundreds of different papers. The Washington Post printed it. It was a picture that I've never seen. It was below the fold. I don't even think they do those large pictures anymore. Like it was centerfold in the picture. It was, and I got calls left and right. And the article was about organizing for twins. So it wasn't just twin moms calling me. It was all these moms calling me because they're like, Oh, the way that they presented, like, it sounded like I had my stuff together, right? I'm organizing and having a mom for twins. So people want what I have that story. From my newsletter to the Washington Post, and then I did numerous stories with her afterwards, because it was such a big hit for the paper. I mean, I was so grateful. And I just had to say to myself, like, okay, it doesn't matter how you look.
Melissa Klug: It literally doesn't matter how you look. It doesn't. It really doesn't. That's, that's the truth. And we're all our own worst enemies on that, which is a whole other podcast for a whole other time. But yeah, no one's looking at you as much as you think you're looking at you is, is the biggest. It is the biggest thing, but I think your point too is, and what we cannot ever know is how many tentacles something is going to have.
Rachel Rosenthal: Right. No, no idea how it's connected to, I mean you, and that's why I'm always like. As much as I can. Yes. And doing the best I can with everything. It might not be the topic that I really want to be talking about, but I'm going to give it my all because you just never know. That producer might go to this show. This person might now work for this. You know, and I've had people move all over and still contact me. You just never know what's going to happen from it. So I'm like, do your best at all times. Whatever. Yeah. I love it.
Melissa Klug: If you could try to give people some, some inspo, if they're just listening to this and like, Oh, this just like hurts me just a little bit. Like it's, it's really scary. Like, can you just tell us like, Hey, go out and pitch two publications or what, what would you tell people?
Rachel Rosenthal: I would say number one, figure out who your ideal client is before you start anything. So after you figured out your ideal client, figure out, let's just say five places where they are.
What are they reading? I mean, it could be a variety. I personally would do a variety of things, whether it's watching, listening, reading online, in print, anything, pick those five and do great pitches to those five and do not do the same pitch to all five. Right. Because you don't want to be pitching the same thing, and then two of them hit, if that is the case.
And then just don't be discouraged if zero of those five come back to you and say, we want to do a story now, we want to have you on the podcast now. Don't take it personal. Go back, regroup, maybe rejigger things of how you've written it or who you're looking at, and go back and continue to pitch. I promise you it will pay off.
It will give your business a huge, huge help, both in credibility and your bottom line.
Melissa Klug: Well, and I love the don't get discouraged because you are going to have some things that it maybe isn't a fit and that is okay. It's about finding the right place that is a fit and just the right timing.
Sometimes it is just an absolute luck scenario and it has nothing. So that no is not like you said, it's not a no forever. It's a no just for that moment.
Rachel Rosenthal: And I will say, because I just was thinking about this, like press also includes businesses, right? So we have local businesses that do newsletters to their employees and all of that.
Those are great clients. Whatever these places are, they all have people who work for them and newsletters. And so, if your ideal is working at that business, go to those newsletters or go to those businesses and pitch to see, do you have a newsletter I could write for?
Is there something I could be talking about? Because that's where your client is. And yeah. It presses not just magazine, you know, podcast. There are also businesses that have newsletters, companies that have newsletters local bloggers. We didn't even talk about that local bloggers where you could write an article for it.
There's just, there's so much opportunity that I don't want you to be overwhelmed. I really want people to hone in on those places.
Melissa Klug: And that's a great point too, because, as someone who is a content creator, it is exhausting to be on the content creation wheel all the time. And so as much as possible, when you think about all of the, like, you're giving some really, really great ideas of things you can go pitch for people that would love to have something that is pre made ready to go for them.
Rachel Rosenthal:I mean, it's like easy, easy. Yes. I always want it to be an easy yes for someone. And then. That's an easier way to get your message out to get what you want to be talking about out. And so again, like you said, people are tired. You can be constantly blogging or pitching, or I just, I can't imagine. And so you are doing a service for these people and you are bringing content to their audience that their audience wants to then hear or read whatever. See, and so you're helping them do their job better.
Melissa Klug: Yeah that’s a plus. It is. And this is a great time, I think, to concentrate on building some of these things in your business that, you know, you may not have time to concentrate on other times of the year. So tell us a little bit about, so you've designed a press course where you teach all of this. So tell us a little bit about what is going on.
Rachel Rosenthal: Yes, so it's the Power of Press. I did it after many years of people asking me how I did it. And again, as I mentioned, I don't pay for press. And so it is different modules, and it's going to teach you where to look for press, how to look for press.
It's going to give you templates. It is going to literally give you the roadmap because I want to provide this for other, I'm really passionate about doing this for whether it be for other professional organizers, other people who have clients and service businesses. It's a must. And so I'm giving your audience a hundred dollars off.
And you can, there's writing in the show notes, but just have to use POS in the code and I'll provide you guys with a link. But I am so excited about it. It gives you a hundred thousand worksheets. I feel like to actually do the work because like you, I absolutely agree when you're not. Busy with your business and or taking time out of your business to work on this will then grow your business tenfold and so if you are slower and or you're writing in your schedule to do a course like this or to take the time to learn about it and how to actually do it from someone who Has mastered it.
I feel like um, it is going to pay off in the end because without it you're just going to keep doing the same thing and seeing other people get the press and have their businesses grow and feel like, I mean, that's at least how I was when I first started until I actually did it. And again, I will say I'm shy.
I don't have a business or press and marketing, whatever background I went to law school. So this is all on my own and I really. Give you as much information as I can. That's in my brain. For this, cause I really feel passionate about people getting pressed for their business.
Melissa Klug: It's always great to get the cheat codes from someone who has already done all of the work. Like one of the things I say is I've made all the mistakes. So you don't have to like, that's you have done all of the work. And it's done,
Rachel Rosenthal: and I will say the landscape is competitive now in terms of press and all of that. And so I want these people who are taking like you get it and you can get it. And again, people do it on their own.
That's great. But I'm always one of those people like you. I've gone through the mistakes. I've been doing this for 15 years. I want people to learn from my mistakes and just have the templates and go in and do it. And it gives you some ideas on, what to pitch, how to pitch, places to pitch, all that kind of stuff.
So I'm excited for everyone.
Melissa Klug:I feel like 15 years in media is like dog years though. Like you have way more experience than just 15. I mean, 15 years is a lot of experience, but like, it's probably even more than that. Yeah.
Rachel Rosenthal: I mean, my children are almost 16 years old. And so that's what I also know. How long it's been.
But yeah, it's been a long time and the media landscape has also changed. But any of these techniques I feel like you could use and I talk about podcasts, newsletters, and I give you ideas on all of that. But it has changed. But yet, there are some things that are just so consistent, and now I'm working with brands who want me for my media exposure and I do.
Stuff for their media exposure because it has been so successful on the client end. And my business end that I'm now working with, I've worked with for years, a ton of brands just on media for their products and, services. So it's, it works. It really works.
Melissa Klug: Well, that's one thing that we didn't really touch on. But the other thing too is I will frequently tell people, what are your goals for your business? And if it's in home local organizing, that is a segment that you can research and that's a segment you can work in. But also if you have aspirations in your organizing business, To be bigger or to have a national audience or to write a book or whatever it is, whatever your ambitions are, if you really want to be an organizing influencer, because that is also a thing like there are, there are other parts of your business that don't have to be in home organizing that also you can expand into and press is critical for those things.
Rachel Rosenthal: A hundred percent. And that's why we talk about it in the course. What are your goals? There's a section for that, and we talk about it a little bit more because everyone's goals are not the same, and the press and where it's going to lead you is not going to be the same thing. So different podcasts, local, national, what you're actually wanting to do, you make a great point.
It is not leading you all in the same direction, and so you have to be strategic about it. , My goals have changed over 15 years. When I first started, it was very different, but you gotta be strategic and just sit down and do it. And I know when you're running the business, there's no time and all of that, and I still do all my press myself.
I, even though I have a team, I'm always the one doing it because I'm so passionate about it and I feel like no one can do it. And no one can be in my brain as much as I can be. But it's crucial. It's really crucial. And I feel like it can open so many different types of doors. Like you were talking about influencer brands, podcast, whatever you podcast of your own, a book of your own, but you have to be smart about where you're actually, it's not throwing spaghetti against the wall and hoping something sticks.
Melissa Klug: Right. Well, where can people find you on the great big wide interweb?
Rachel Rosenthal: So you can find me on my website, which is rachelrosenthal.co or you can find me on Instagram at rachelorganizes. And then hopefully you'll get all the press and more. I just I really I'm really passionate about that. But I just I want people to try it. And they'll get $100 off with your code (use code POS here at this link and really hope that they'll dive into it and I promise you it will be worth it.
Melissa Klug: This is one of those things that if it, if one thing lands, right, it could totally, like you said, change the trajectory of your business and it only takes that one thing. But knowing all of the pieces that go into it and being armed with that and knowing how to do it is really important.
Rachel Rosenthal: And then using that press like we talked about. Well, wonderful.
Melissa Klug: Rachel, thank you so much. This was like 40, 000 pounds of information, which is amazing. Thank you so much.
Rachel Rosenthal: I am so happy to have been here. Thank you so much for having me and wishing everyone so much success and lots of press in their business.