𝐁𝐫𝐞𝐚𝐤 𝐓𝐡𝐫𝐨𝐮𝐠𝐡 with Publicity! - From “Undiscovered'' to Unforgettable” - with Beth Nydick

𝗚𝗼 𝗳𝗿𝗼𝗺 “𝗨𝗻𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝗲𝗱'' 𝘁𝗼 𝗨𝗻𝗳𝗼𝗿𝗴𝗲𝘁𝘁𝗮𝗯𝗹𝗲” 𝘄𝗶𝘁𝗵 𝗣𝘂𝗯𝗹𝗶𝗰𝗶𝘁𝘆!
 
I'm  talking with Beth Nydick who is an expert in that - and a speaker at the Break Through with Media summit, June 14-16 - and in this conversation Beth shares

• the role it can play in your strategy
• how she came to be a leading expert
• some examples of people using it effectively, and
• more!

We're going even deeper on this at the summit - and all the other facets of your media, speaking, PR and publicity strategy

The BREAK THROUGH WITH MEDIA Summit is a FREE, virtual event, June 14 - 16, offering live interactive sessions with experts in the fields of media like television, podcasting, radio, magazine, and news, speaking, publicity, and PR to help entrepreneurs, authors, and start-ups quickly understand how they can step their brand up to more prestigious, credible platforms, stages, and pages

We want to provide an interactive expo experience for your to get the big picture, see the opportunities for you, and meet knowledgeable experts that can make this the year you have the break through you've been dreaming of.

💥 REGISTER FREE at https://breakthroughin22.com/

You can find Beth at: http://www.bethnydick.com
www.instagram.com/bethnydick

Transcript

September Smith: 0:00

Welcome to the She's All That video podcast. This season of the podcast is all about the BREAK THROUGH with MEDIA virtual summit that we're holding and all about the amazing industry experts that are speaking at the summit who will give entrepreneurs, authors and thought leaders, people just like you, a powerful alternative to the fast-deteriorating tool of social media for your marketing and visibility. The next big opportunity that you need to rapidly uplevel your positioning and your reach is media exposure, TV, podcast, radio news, speaking opportunities, publicity, PR and more. The free BREAK THROUGH with MEDIA Summit provides you with a constellation of experts information and strategy to give you the big picture of how you can get started. Our guest today is a key piece in that puzzle. And that is Beth Nydick. Beth Nydick is a former TV producer and New Jersey based publicity and business strategy expert who develops entrepreneurs and media personalities to go from undiscovered to unforgettable Beth's 20 plus years of media experience and her own TV cocktail segments make her the perfect professional to take your business to the next level. Beth is also the co author of the top rated cookbook, clean cocktails righteous recipes for the modern mixologist. Hi, Beth. It's so nice to have you here with me today.

Beth: 1:20

Oh, so happy to be here with you. It's always so much fun.

September Smith: 1:23

And seriously, I am so happy also to have you as a speaker the BREAK THROUGH with MEDIA Summit talking about going from undiscovered to unforgettable with publicity. That's amazing. So Oh, good publicity specialist. You're a mixologist. You have your a TV personality. How did all of this?

Beth: 1:42

It all started in 1983. Yeah, you know, I actually, I was a like a theater kid. I loved drama My parents would send me to to acting camps during the summers and that kind of thing. So growing up, I always knew I wanted to work in TV. But I wanted to produce commercials. Like I don't know why that's the thing that I wanted to do. I wanted to be on the commercial and producing the commercials. So actually, when I got into being an adult, I actually became a TV production person. And I worked in everything from movies, I worked for Jay Leno. At the Tonight Show, I worked at MTV, and the movie and music awards. So I got to do the fun part of production, it was a great experience. You know, I got to work with celebrities a little bit, which is always my favorite thing. And then what happened is I had a family. And I wanted to be a part of it. And anybody listening, that works in TV or knows about TV production. It's long hours. And that's not what I wanted to do. So I really had to figure out what I wanted to do next and how I wanted to use all of my expertise to move myself forward as a person and in my business. So I actually became a food blocker. You know, I had little kids, I didn't know what I, what can I do at home between the hours of 830 and 230. Right? So I started teaching classes. I always say I can't You can't imagine how many times I taught women to make a roasted turkey. Sorry, roasted chicken, or sauteed spinach. Like, you know, not everyone was taught how to cook you when you have little kids. It's hard. So I was doing a lot of that. And what happened was a Dr. Oz producer saw my Facebook posts and like what I was like what I was doing, like literally, they were looking for people that that's that's what producers do. They look up they look at Instagram, they look at Facebook, they look they look online to find new people that are interesting. She thought I was interesting. And I became a doctor I was blogger for a couple years. So and that sounds

September Smith: 3:35

like a like a Hollywood story almost, you know like rags to riches found found you just sitting there looking cute at a restaurant and you became a star? was Did you already know at that time? Like how to put your posts out there in a way that would catch their attention? Or was that a total coincidence?

Beth: 3:52

I always think about like when I'm thinking about something I have a movie going on my head all the time. So it wasn't like a conscious decision. But it was more of being able to tell a story through visuals being able to bring people along for the ride. So it was just innately what I had been doing for so long. And then I just put it into doing food instead of to creating, you know, talk shows or anything else.

September Smith: 4:16

And so, what was the sideways segue from food into drinks?

Beth: 4:27

college, college, no, I literally was having a Cinco de Mayo party in my house, because I love Mexico. I love everything about it. And I had made three drinks. So I'm personally I don't do well with sugar. So when I make cocktails, I make them I would make them with no or very low sugar and my girlfriends that were here like these drinks are amazing. I literally sat in my dining room when I was like, I could write a book. It was just an idea. And I thought about it for a while and I started shopping it around to my friends, my colleagues He's like people in the online world. And I remember having all of these coffees and telling these friends this idea, and they were like, Oh, I'd love to do that with you. That'd be awesome. But then I would never hear from them again. I finally met my co author and an event and I sat in her office, and we talked and I totally told her what was going on. And even before she said, Yes, I was like, this is the girl, her and I can create this together. And we did. You know, because when you're a, I would say, when you're a doer, when you have an idea, and you can figure out the 10 steps it takes to get to the next thing, then you can make things happen. That's like, when you when people talk about superpower that i i can make things happen with an idea. So you know, we got an agent, we got the book out there it was published, and then the book needed publicity. And, you know, I don't know if you know this, but a publisher, PR department probably has, depending on the department, 25 to 50 books. We were not a priority. So we had to do our own. And I leaned back into my TV world, and I leaned back into my media world. And we were in everything from Oprah to Tory Burch, Wendy will like, Inc, Forbes, we were in everything with the book. And I started doing speaking engagements about how we got the book published, like I would stand on stage and give my spiel, and then I would have people come up, and we would make cocktails. Like, it was a lot of fun. Wow, after I was doing that for a couple months, my husband was like, You are so more jazzed up about talking about business. And you have ever been talking about food, why don't you do this? And I was like, but I'm in food, you know, very resistant, until friends of mine started asking me to come help them with their own visibility. And I would like meet, like September, let's meet the library for two hours. And I'll help you do your stuff. Like, that's what I was doing. And one of my friend Wendy said to me, Well, you helped me more than an hour that my$20,000 a month coach. And I was like, there's$20,000 a month coaches. And I came home and told my husband that and he was like, I think that's, that's your calling, not the 20 Grand. But you know, one day, but the you know, helping people really understand their message and how to make it visible to the public, and how to actually get paid for it. So that's what I do now. I run basically a PR agency that hasn't done for you, and I'm done with you department. And so I can help all different kinds of small businesses understand how their message can be perceived in the in the public, that has the ability to inspire them, empower them, or engage them to be in action?

September Smith: 7:23

Hmm, yeah, this is everything about which Media Summit is? Yeah, well, you have a great idea, why not you. And if you're a doer, you be the betta doer and find the root, find the people to help you find the resources. Exactly. Exactly. Lovely to hear it coming from your mouth. So the people that come to you, because if somebody hasn't gone to somebody who's a publicity strategist or a specialist in the past, where are they in their journey? And what is it they're trying to achieve? And or what's holding them back? When did they know it's time to work with you?

Beth: 8:00

That's an interesting question. Because it's a lot of people come to me with wanting visibility, but not knowing exactly how they want to go about doing it. Because if you have never been in the press before or on TV, it's a little scary. It's a little unknown. But I honestly like I get people coming to me who are like, I want to be on TV tomorrow, or like, I'll be on TV just helped me get there. So for me, it's so much fun both ways. But the crux of both of them is that they have a business, and they have a message that they understand they need more people to see. And the way to get more people to see it. There's different avenues of marketing, because PR is a part of marketing, but it's not marketing, right. So you can create the webinar funnel, right, you could have the live events that you invite everybody to. For me, it's a lot more fun to be on a camera for five minutes and get the same kind of results that you can with those kinds of activities.

September Smith: 8:48

Yeah, earn media, rather than the owned media. Yeah, let somebody else do all the work for you. And then definitely leverage that leverage that content when somebody else has produced it for you.

Beth: 8:59

Exactly. And that's the piece that I really focus on a lot with my clients and one of my differentiators is that I also am really focused on you getting paid and you making money off of this because my first time on Dr. Oz, I had great segments. I had the red dress and everything and doctor i Dr. Oz and I made avocado deviled eggs. It was a lot of fun. But before I went on, I had hired somebody to help me like just set up the background of my website that I had for the right messaging like what I was going to say. So I was very very prepared. I remember like going over my often and then after the events after the the segment the producers really liked me they wanted me to be part of that something else they were doing. So I was like doing the work three days later I was like I'm gonna check how many emails I've gotten. My often happened to be paused. That's three hours during

September Smith: 9:52

this amazing big time when there would have been a flood of people seeking yes or no why

Beth: 9:58

thank God for Google Analytics. Actually, I take that back. Not great that answer that I could see how many people came and didn't give me their email because I was not prepared. So that that's, that's the crux of my why I don't want anyone else to be able to get an amazing opportunity for themselves to earn that opportunity to create that opportunity, and then not have the backup to be able to make money from it. Because honestly, if I hadn't done that, I probably still be in food, because the amount of emails and the amount of energy that was around what I was doing, you know, I couldn't get that anywhere else.

September Smith: 10:27

So were you able to salvage that situation? Did you? Were you able to turn your optins back on? And,

Beth: 10:32

you know, yeah, I know, you got the traffic, but it was a real wake up and, and I knew that then I had to learn more. But the other thing I did with it is that I very soon after that, I leveraged it for a book deal. Oh, brilliant. That's where we get to the cocktails.

September Smith: 10:49

Ah, so now you're back on television. Now you've got a segment as the mixologist. How do I come about?

Beth: 10:58

Well, you know, I need to do press. So what do I want to do press about, I do press about asking for what you want being discovered, you know, being brave. Like, that's all this stuff in the business. I just need something more fun. And also to promote my book, but I use it as social proof. Look, I have this product that has actually nothing to do with my business. But I'm on right now I'm doing a lot of regional TV because I want to do the big. I want to do Drew Barrymore on Good Morning America. I've been on Drew once I want to be on again making cocktails, and I want to be a Good Morning America. And how do you do that you do a lot of regional and national TV, so that they work your way up to it. So my kids always say that mom makes bourbon cocktails at nine o'clock in the morning on national TV. And I do I go around the country from my kitchen. And I promote the book and I make cocktails. And it's it's so much fun for me, I really enjoy Honestly, I really enjoy live TV. And it's a passion project. But again, back to the business side, my clients and the audience is seeing me on TV, doing something that I love doing something I'm passionate about. And like, well, if they could she could run a business and get herself on TV, then I can do the same.

September Smith: 12:04

Yeah, I was going to ask you what your special edges. But it occurs to me that if even as a child, you were wanting to make commercials wanting to be on TV, but you are already mixing the media and the business side of things in your child brain. But in your estimation, what's that special edge that you bring? So when clients are working with new for something like this, they get so much more?

Beth: 12:25

Well, I'm a middle child, that helps. Well, you know, I read a book a long time ago called I think it's called Birth norms or something to that effect. And it was like, what the middle child that position in a family breeds, you know, and for me, it's a lot of like, Hey, I'm over here, like, look over here. Yeah, that's the actress and me came out. But people ask me all the time, they're like, how do you do that kind of stuff? How do you show up consistently? How do you get there? And for me, my mom always told me like, Okay, well, like, I had an idea she would go, Okay, let's do that you want to do this doesn't matter how crazy the idea was. But what I wanted to do, it was a creative aspiration, she wanted to help me get there. That's a girl I was brought up with that. You make anything mean? Anything you want it to be?

September Smith: 13:15

And then share with your clients.

Beth: 13:17

Exactly. So if you can take away all that fear and all that meaning and that if I show up on this, and this doesn't go well, like you can create all the anxiety and everything around it. Or you can just trust yourself and that you are in a place that you can be accomplished and that you can accomplish this task. Because if you tell yourself you can't you can you tell you stuff you can you can, if you tell yourself that if you make a mistake, your world is going to explode. What's going on? Right? What's gonna happen. And if you tell yourself if I make a mistake, I'm human. Like, I've never had a client go on TV and destroy themselves. It's never happened. You know, I've, I prepare them. But I think it's that mindset of like, this is capable. And you said it earlier? Like, why not me? Instead of why me? And if your message is something that you're so passionate about, like I said this to my clients all the time, what is that message in your gut? That one thing, not your marketing, right? Nothing that you're putting out on social media, that one thing that's in your gut that you need the world to understand. That's what you need to take to you on media. So like you said before, my marketing is I take you from undiscovered to unforgettable. But if you really look at my messaging, it's all about creating your own opportunities and your own possibilities for success with media,

September Smith: 14:31

huh? Totally makes sense. Yeah. And it's huge. And it encompasses so much like, right from the mindset and why not me and don't worry about it, you know, it's not the end of the world if it's not perfect, all the way through to the strategy and the execution. Yeah, okay. That's the I see that as a as a special advantage that you're calling. So can you give us a an example of a client that you've had that you've really made a difference with? If they wanted to achieve in their business or whatever it was they were doing.

Beth: 15:04

Yeah, I have a client who is a therapist that had a new book coming out. And she wanted to get book sales. And the way that we worked with her was not only on one fold, meaning that the book sales were not just directed towards her clients, it was directed to the general public. So when we were thinking about what her media was, she's been she does regional TV, she's been in real simple, she's been in Good Housekeeping. She's been in all those major magazines to give her the credibility so that when she's getting new clients, they're seeing that. So she's been able to rise, raise her prices, she's able to sell more books, because when she does speaking engagements in front of other therapists, they're buying her book. So it was really placing her for it. Everyone talks about positioning yourself as the expert, we positioned her as a mom, as a business owner, as an expert, and as a leader in her industry. So when you're just trying to position yourself as the expert, and you don't take the other pieces of who you actually are into account, but it doesn't work, it just doesn't, the media can see that and you're not going to get everything that you want to get out of it. So we've been able to really help her position herself as the, this therapist, that is more than just a therapist, and you come to her because she's a person, right? And that she wants to sell her. And then you want to be a part of what she's creating, rather than just getting her services. So it's for anybody, like, you know, somebody coming to me, they want to come to me from media, but they're getting all the other stuff. They can see. Like I have an article coming out and Fast Company, which is the business side of it. But I also just did a couple of podcast, a mom podcast was my I happen to be a mom as well. So when you're doing it on different planes, and that you're actually a rounded person, that's when the most success happens.

September Smith: 16:53

Hmm, yeah. Okay. Now, I'm just curious when you do speaking, or an appearance on disparate kinds of shows, like from mom to business? Is your messaging, the core messaging still the same? Or are you showing up as a different Beth Nydick?

Beth: 17:11

No, Mo, I just show up as me, there's no pretense I think you've met me a couple of times to like this is I'm very jersey, you get what you get. But when you try to pretend to be somebody else, are you trying to position yourself as this like, person outside of you or like your avatar, I just don't think it works. And I think that if somebody is interested in coming to me, and they happen to be a boy, mom, then they resonate with me a little bit more, because I'm a boy mom, or they live in Jersey, or they're they they're a former media person, like I work with a lot of former media professionals, because I'm a former media professional. Okay.

September Smith: 17:46

Make sense? So Well, again, I'd love to ask you a million more questions about this. But we are going to be getting really deep into everything that you offer, and all about how publicity in all its myriad forms, as you've heard today, in this episode, how that publicity is a key element of your media campaign. And that's going to be talking about the BREAK THROUGH with MEDIA Summit about that, about what's involved, what people need to know to do it effectively, and tips and strategies and action steps to make this a powerful part of how you are going to break through with media this year. So, Beth, where can people find you?

Beth: 18:24

So they can find me at social media platforms? I'm Beth Nydick. But go to my website at Bethnydickcom. That's ny digg.com. And you can find my get media now magazine, it happens to be 10 pages of articles and then corresponding worksheets to actually get you in your business ready for media.

September Smith: 18:41

Huh? Yeah. Love that worksheet to follow up. Don't just read it. Don't just consume it. Work on it.

Beth: 18:45

Exactly. So go ahead. That was it that yeah, that's one of the things that I really leaned into in the last few years is like, I think we're tired of just listening. And when I did my workshop for the breakthrough summit as well, like we're actually going to do some work together. I don't want that. Yeah. Because how many times have we sat and watched it, you know, watched a webinar or whatever. And then you're like, Okay, now I need to go figure out how to do this. No, we're going to do it together, we're going to create together so that you can understand how you can step into getting media for your business and getting media for your brand. And it's easy, it's simple. And you could really integrate it into what you do every day

September Smith: 19:20

is going to be an amazing wrap up to day one because that's where you're going to be speaking, I can't wait to be there and experience that. So for anyone listening, if you want a piece of this and if you want to learn more about how you can be using these important skills to get media exposure, speaking engagements, publicity, PR, and how this can help your business. Make sure that you register for the free three day BREAK THROUGH with MEDIA Summit, June 14 to 16th to come and be with Beth and me and a truly incredible array of other industry experts to help you learn how you and your business can really have that big breakthrough that you need. The link for registration is down below in the show notes along with Best links to BREAK THROUGH with MEDIA Summit. You will not want to miss this. Beth Nydick thank you so much for being with me today and for being part of the BREAK THROUGH with MEDIA Summit.

Beth: 20:09

Thank you so much. I can't wait to see all your amazing audience there.

September Smith: 20:13

And that was just one of the amazing guests that we have at the BREAK THROUGH with MEDIA Summit, a three day live virtual event happening June 14 to the 16th to give entrepreneurs authors and thought leaders a panoramic overview of the opportunities, the skills required and the services and tools that you can be using media exposure, speaking opportunities, PR publicity and more to have the major breakthrough that you are looking for 20 industry experts three days all available right from wherever you are and it's free. Register at the link below in the show notes. You will not want to miss this!