Like a lot of entrepreneurs, Josh Elledge got started trying to solve his own problem. After launching the personal finance tool SavingsAngel.com, he came to realize that by far the best way to generate brand awareness was to provide massive value to news organizations—who would in turn give him a free platform to promote himself!

If you’ve been struggling to get press or establish yourself as an expert, this episode might just change the whole way you approach publicity. Josh lays out a realistic path for starting off small (sorry, Oprah’s not going to pluck you out of obscurity), describes the two things you must do to raise your authority, and explains how to convert your newfound visibility into sales (without coming across as too “salesy”).

Josh gets into the nitty gritty of how to quickly and easily create a press kit, how to build long-term relationships with journalists, and when appropriate, how to lean into polarizing viewpoints to create true fans. Whether you’re a business owner or a subject matter expert hoping to raise your profile, this episode is a perfect guide for how to “let the media do your selling for you!”

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