How can a local business stand out when everyone seems to offer the same thing?

In this episode of Giants Helping Giants, Lois Wyant talks with Rob Lange about how local business owners can use press and media to build authority, attract attention, and create marketing that feels different from the competition. Rob shares how business owners can turn what they already do into stories the media actually wants to cover.

You’ll hear how one dry cleaner used seasonal themes, educational marketing, and media coverage to stop competing only on price and start becoming known as the trusted expert in his market.

In this episode, you’ll learn:

1. why press and media can be a powerful business tool
2. how to make your business more newsworthy
3. ways to create seasonal campaigns that stand out
4. how media builds authority and trust
5. what to say and not say when the media contacts you
6. how to reuse media features in your email and social content

If you serve a local market and want more visibility, more credibility, and better positioning, this episode will give you a fresh way to think about marketing.

Watch the full episode here: https://youtu.be/_Do913RNB88

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0:00 Why this conversation matters for local businesses

0:33 Introduction to Rob Lange

1:10 What Rob does and how he helps business owners stand out

2:35 The 11-pillar system and why press and media matter

3:13 Why there is more media opportunity now than ever before

4:10 The dry cleaner example that changed everything

6:07 Why small business owners fear doing the wrong thing

7:03 Stop seeing yourself as the same as your competitors

8:08 How to make your message interesting to the media

9:09 Using seasonal angles to create newsworthy marketing

10:43 Turning cleaning services into health and wellness stories

12:27 Why education works better than hard selling

13:42 Framing promotions as community-serving media stories

14:19 How media visibility builds trust and conversation

16:10 What a first meeting with Rob looks like

17:13 Why press and media can become a forever skill

18:03 Making marketing more fun and less tedious

18:54 What Rob covers in his course

20:08 The Oprah exercise to clarify your message

21:19 The six modules in Rob’s program

23:06 Why customer service still matters in a tech-driven world

24:36 What to do when the media reaches out

25:24 How follow-up leads to return bookings

26:21 How to reuse media coverage on social media and email

27:07 Forty ways to monetize and benefit from media exposure

28:13 Creating community promotions and cause-based campaigns

29:16 How to connect with Rob

30:48 Final thoughts and wrap-up