Selena Soo is a publicity and marketing strategist who helps experts, authors, and coaches go from “hidden gem” to admired industry leader… and even household name.
Impacting Millions Publicity Video Series – Be the first to receive this game-changing, 3-part Video Series – and earn the chance to win a trip to beautiful Puerto Rico!
3 Value Bombs
1) Think of something that you love so much that you can offer it for free.
2) Think of someone you admire, check their work, and identify the reason for your admiration and what you can contribute to it.
3) Get feedback from the people you have worked with and ask them what is unique about you.
Thrivetime Show: Looking for a business coach who has helped thousands of entrepreneurs just like you to increase their profitability by an average of 104% per year? Schedule your free consultation today with Clay Clark at ThrivetimeShow.com/fire!
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Selena Soo On Discovering Her Niche
[2:18] – Selena talks about how she carved out her niche.
- There is a misconception that you have to be clear on everything you are doing when you start a business.
- Her natural passion for connecting people, her natural gift for organizing events and bringing the right people together, and connecting with the media all lead her to discover her way into a specific niche.
[4:43] – To gain initial traction and proof of concept, Selena served her first clients for free: Selena talks about this strategy and how that worked for her.
- You do not have to give out your 3-month coaching package for free; think small and give out a bite-sized offer.
- Give someone a taste of what you have to offer and make them want more of it.
[10:58] – What is your advice for someone who is trying to discover their niche right now?
- Think of something that you love so much that you can offer it for free.
- Think of someone you admire, check their work, and identify the reason for your admiration and what you can contribute to it.
- Get feedback from the people you have worked with and ask them what is unique about you.
[13:09] – The Common Path to Uncommon Success: “What is the thing you love to do so much you would do it for free?”
- As an entrepreneur, you put so much into your business, and it can quickly exhaust you, but if you are doing the thing that you love and you are giving it for free – even if it fails, you lose money, or you have a bad day – it will still help you create a business that will stand out the test of time.
[14:18] – Selena’s call to action for Fire Nation
- Impacting Millions Publicity Video Series – Be the first to receive this game-changing, 3-part Video Series – and earn the chance to win a trip to beautiful Puerto Rico!
- The Common Path to Uncommon Success is available NOW! Visit UncommonSuccessBook.com to order your copy today!
Light that spark Fire Nation. JLD here with an audio master class on Discovering Her Niche with Selena. Soo. Selena is the creator of Impacting Millions as a publicity and marketing strategist. She helps visionary entrepreneurs, experts, and authors reach millions through publicity and win-win relationships. And today Fire Nation. We'll talk about how Selena combined three of her super powers to discover her niche, how she served her first clients for free in a meaningful way that works in her advice specifically for you on discovering your niche right now. And so much more.
When we get back from thanking our sponsors, looking for a business coach who has helped thousands of entrepreneurs, just like you to increase our profitability by an average of 104% per year, all for less money than would cost to hire a full-time minimum wage employee. Schedule your free consultation today with Clay Clark, a former small business administration entrepreneur of the year at thrivetimeshow.com/fire thrivetimeshow.com/fire Hiring is challenging, especially with everything else you have to consider today. But there's one place where hiring is simple, fast, and smart that places ZipRecruiter try ZipRecruiter for free at ZipRecruiter.com/fire that's ZipRecruiter.com/fire ZipRecruiter.
0 (1m 27s):
The smartest way to hire Selena Soo, my Puerto Rican neighbor, my Palmas Del Mar friend. It's so great to have you down here in the community, of course, but even better now to have you on Entrepreneurs on Fire, because listen, you are a very important part of my book, The Common Path to Uncommon Success. You are chapter two, you are step two. And I can't wait to talk about discovering your niche with you because you have done this in a really cool and impactful way and something that I think a lot of people don't even think is an option you did. So masterfully specifically combining three of your superpowers, which is a publicity strategist.
0 (2m 11s):
You're a brand builder and you are a super connector. You took those three things. You mashed them together. You made the incredibly amazing and successful individual entrepreneur that you are now tell us about that discovery.
1 (2m 24s):
Absolutely. So one thing I just want to address is the misconception that when we start a business, we need to be super clear about everything that we're doing because in the beginning, I wasn't clear, you know, I had gone to business school and I had done various jobs where I did a lot of things in the area of, you know, business. But what happened is it kind of, you know, I found my way into this specific niche. I had this natural passion for connecting people. I had this natural gift for organizing events and bringing the right people together. And I also really loved connecting with the media because they felt like it was a very powerful way for people spread their message quickly to a lot of people. And so I noticed people saying, Oh my gosh, Lena, how did you get so-and-so into the media?
1 (3m 6s):
How did you get on Forbes? Wow. You know, put together the, you know, the best parties with the best people in the right rooms. And I realized like from people's feedback, okay, this is my guest.
0 (3m 16s):
I can vouch by the way that you put together the best parties. There's been multiple times. I visited New York city back when you were there and you were just like, I'm going to put together a little gathering, John, you know, just like a little get together. And I'm like, Oh cool. I'm totally in. And then we get to this like wine cellar with like all these huge entrepreneurial names and stars and the seven course meals are coming through. And at the end of the night, I'm just like, Hey, like what, what can we do here? Like where we're gonna organize a, give my credit card to, to pay for some of this. And you're just like, Oh no, we're covering this. And I'm just like, that is such a classy move. And you've done that for so long. You've connected with so many people as a result, you built up so many amazing relationships that is literally allowed you to, you know, impact millions, which we're going to be talking about a little more deeper coming up here, but I want to talk next about something that you do this a little controversial.
0 (4m 10s):
There's a lot of people out there they say, listen, never do anything for free. When people pay, they pay attention, you need to value yourself or nobody will value you. You know, you hear all these different things, but the reality is you have a different approach. You said, Hey, I'm actually at the beginning going to start doing things for free. I'm going to start doing things for free for people that, you know, otherwise wouldn't even give me a second glance because you know, they have all these opportunities and all the, and all these different things. And personally, I love the strategy. I personally employed the strategy. So I'm a believer, but explain it to Fire Nation. What does that look like? How did you employ that? What do you recommend?
1 (4m 49s):
Yeah, I have a lot to say about this. I think that when we have our businesses where like, you know, I want everyone to see me as this top expert and, you know, see me as the best person, but how would they even know if you're any good, if they didn't have an opportunity to actually work with you? And I know that we can share our free content online, but there's nothing like somebody experiencing a piece of your work and being like, wow, that was an amazing website audit. I can't believe how you rewrote that email. That was a powerful connection you made for me, for them to become a believer in your work. I think it's unrealistic to expect others to advocate for us when they have no experience with us. But I do have some caveat. So, you know, I'm not saying do free work and get someone your three month one-on-one coaching program for free or when your mentorship.
1 (5m 36s):
But I want you to think about, you know, think small what's a bite-size offer. Maybe a bite-size offer is a 30 minute consulting session with you. Maybe it is a 90 minute opportunity. Maybe it is a free ticket to your live event, but you want to start small so that someone now has a taste of what we have to offer. And they're like, yes, I want more of it. I've had a
0 (5m 58s):
Lot of situations, you know, since Entrepreneurs On Fire got steam and since I've become like a big brand and an influencer in the entrepreneurial space where people will reach out to me and they'll say, John, like, I will help you with X. I will help you with Y I'll help you with Z. And Hey, when it looks appealing to me and I'm like, I could actually use help in these areas. Like, you know, rebuilding my LinkedIn page. I don't know exactly the best tactic on LinkedIn. I'll reply back with something like, well, that's a generous offer. What, what would that look like? Because I don't know what they're offering. Exactly. And when someone comes back with like, I can do it for $5,000, I'm just like, Hey, I'm not saying that that's not a fair price, but I don't know your work. I don't know for sure that, like, this is going to be a value to me. It's not something that I obviously thought was valuable enough to do on my own.
0 (6m 41s):
So I'm a pass. But when someone says, John, I just, because of the value you've given, I'm actually going to do this for free. All I ask is if it ends up being something that really is impressive, like, would you like maybe share with somebody down the line? If it makes sense, if they're looking for something like that, and then I'm like, well, what do I have to lose here? So then in the example that I gave, which is a real example, this person crushed it from my LinkedIn profile, did all these different things for me. And I was like, wow. He just took my LinkedIn profile from like a two. Cause I was just not paying attention to it, to like seven or an eight, like almost overnight. And I was like, this is huge. And then what happened? Actually, a lot of people started reaching out to me being like, JLD like your LinkedIn profile looks great.
0 (7m 22s):
Here's the guy that does it. And he did not do it for free for them. I'm not saying he charged them an arm and a leg, but he got business because he got awesome referrals from me. And he had proof of concept because people could look at my page and they could be like, that's awesome. And that guy then got business. So that's an example of where it can be worth your time to do it again. Not for a three-month one-on-one coaching. Like Selena said, let's not go overboard here, but the right time and the right place and Fire Nation, if you think we're even close to being done, we have so much more coming up. When we get back from thanking our sponsors for a lot of us, our home is now more than just our home for some of us that has become a classroom for our kids and office, for our work or a yoga studio for our workouts.
0 (8m 3s):
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0 (8m 46s):
That's ziprecruiter.com/fire. All you need is wifi. To try it for free visit ziprecruiter.com/fire ZipRecruiter. The smartest way to hire looking for a business coach who has helped thousands of entrepreneurs, just like you to increase their profitability by an average of 104% per year, all for less money than would cost to hire a full-time at minimum wage employee by your nation meet clay Clark Clay has been coaching businesses just like yours since 2006. Yep. Even through the great recession. And he does it for less money than would cost to hire a full-time minimum wage employee at a time when Inc magazine reports that by default 96% of businesses will fail. Within 10 years, clay is helping businesses like yours to grow on average by 104% annually.
0 (9m 28s):
How's this even possible Clay only takes on 160 clients. So he personally designed your business plan. Plus Clay's team helps you execute that plan with access to graphic designers, Google certified search engine, optimizers, web developers, online ad managers, videographers workflow, mappers and accounting coaches visit ThrivetimeShow.com/fire, to see thousands of video testimonials from real people, just like you, who clay has helped over the years. That's right. Do your research and view thousands, not hundreds of proven documented in archived video testimonials from real people, just like you at thrivetimeshow.com/fire, thrivetimeshow.com/fire. Then schedule your free consultation with clay himself to see how he and his team can help you thrive.
0 (10m 10s):
So Selena we're back and I like specific advice and you're great at giving specific advice. So here's Fire Nation, people that are reading the book, The Common Path to Uncommon Success. They've already gotten my advice as numb as I should say. Section two of the three-part section, your section three of three for chapter two. What specific advice do you have for our listeners for Fire Nation, for people that are reading The Common Path to Uncommon Success for discovering their niche?
1 (10m 38s):
Absolutely. So I have three suggestions and the first thing is to think about what is something that you love so much that you just do it for free. You're naturally doing it for friends, for colleagues make a less of those specific things. The second thing is to think about who do you admire? So let's say you're in the marketing space, okay. Two, our five top marketing experts that you admire and then go deeper, check out their work online and get clear on what it is that you admire about them. And also what you feel like is missing. If you were really to step up in this area, what would you contribute that they're not doing? And then the third thing is to talk to people. Who've had some kind of experience of your work, whether they are past clients or people that you have gifted, some of your work to and ask them, what do you think really makes me different from everyone else?
1 (11m 25s):
And as you start to get clear on what you naturally do and what makes you different than you become clear on your Niche,
0 (11m 32s):
What do you love? Who do you admire? I love that last sentence you shared as well. I mean, that's super important to think about it. I'm going to add a little bit of a different sentence as well. May be. You could use Fire Nation that I think is interesting, that I've done in the past, which is asking somebody that I know like, and trust, Hey, if you were in a conversation with somebody and I wasn't involved and they were to ask, Hey, so what is JLD good app? How would you respond to that question? So I love that because then it makes me see and hear what other people actually think that I'm good at that. I may just think that, Hey, well, isn't everybody good at that because it comes naturally to me, but you might not realize that it's a super power for you.
0 (12m 12s):
It's an undiscovered niche that you have and Selena your contribution to The Common Path to Uncommon Success was spectacular. You just drilled and nailed the whole concept of discovering your niche. You're a great example of that. I love the, the difference that you shared from what I talked about, which was, you know, being able to combine three of your super powers and all of that jazz. So that was just spectacular. But I, I did pull out a quote that I want to end our conversation here with, I'm going to say the quote and then bring it home for us, by what you mean. You've touched upon some of these points, but let's just really bring this home in the book. You said, what is the thing you love to do so much?
0 (12m 55s):
You would do it for free. Bring it home.
1 (12m 58s):
Yeah. So I think this is important because as entrepreneurs, you know, we put so much of ourselves into our business and it can become easy to burn out. But when you love something so much that you would do it for free, even if it didn't work out, even if you lost money, even if you're having a bad day, that's really gonna help you create a business that stands the test of time.
0 (13m 17s):
It is so true. Fire Nation in Selena is Impacting Millions. Her business is standing the test of time. How many years now have you, have you been rocking and rolling?
1 (13m 27s):
We're getting close to 10 years. Next year will be 10 years.
0 (13m 31s):
We're going to hit a decade together. By the way, we are literally hitting a decade together. We're going to celebrate at our favorite restaurant in Palmas Del Mar it'll be a blast. We will have fun. And let's bring this home because you have some really cool things coming up right now. You do this every single year, and it's always a massive success. I'm not going to spoil what it is going to hand the mic over to you. What do you want Fire Nation to know about and tell us how we can find out more?
1 (13m 59s):
Absolutely. So once a year I released my Impacting Millions publicity video series. So there are three short videos that show experts and entrepreneurs how to get massive publicity for their business, whether they want to be featured on top podcasts, magazines, websites, or even TV. And with every video, there is a free gift that comes with it. With the first video, they're going to get a list of 200 media outlets to give you ideas of specific places where you might want to be seen with the second video, they're going to get a 12 month publicity calendar. So every single month they're going to have a set of story ideas and special dates and hubs that they can use to get into the media right now.
1 (14m 39s):
And then with the third video, they're going to get a seven step action plan. So there's a ton of free, valuable content that, you know, other people may pay a lot of money for, but for this short period of time of giving away totally for free. And the last thing is that when you enter to get these videos, you also have a chance to enter, to win a paid trip to Puerto Rico. And when you win that trip, you'll be staying at my favorite hotel in Puerto Rico. And you will also have a chance to come to an entrepreneur's dinner party with me and other entrepreneur friends obviously JLD will be invited. So no reason to not sign up for that video series right now,
0 (15m 18s):
Not want to have dinner with me, Fire Nation. Cause that's literally what you're telling me. If you don't sign up for this free, let me remind you free video series. All of those videos are awesome. All of the giveaways within them are fantastic. The one that I want to pull out is that 12 month calendar of ideas. I mean, foundation don't underestimate that because I believe me, when I say this, I have run out of ideas before I've had to go back to the well and said, Oh my God, like I'm up against my back's against the wall. This takes all of that stress away from you. Selena's got the most brilliant proven ideas right there waiting for you. And again, that's just one of the amazing giveaways in these three videos.
0 (15m 58s):
So if you want to have an amazing dinner with myself and Selena at least have the opportunity to the step one is to head over to EOFire.com/impact EOFire.com/impact. Sign up for this free three video series and just put a big smile on my face. Cause you'll become into Puerto Rico before you know it, if you so choose, want to end also by saying thank you to Selena for being chapter two, step two in The Common Path to Uncommon Success, Selena, you are a fantastic contributor to this book. It would not be the same without you. So thank you. And for all those people who are listening to our voices before March 23rd, there is still time to, pre-order just one, just one of these books and you are going to get five insane bonuses.
0 (16m 48s):
Of course you can. Pre-order more if you want to, but just one pre-order gets you five and same bonuses. One of them is all three of my journals shipped to your door. If you're in the U S or the digital packs, if you are outside. So don't hesitate and get over to uncommonsuccessbook.com. But again, your strong call to action in this episode is to just get more free value EOFire.com/impact. Selena, thank you for sharing your voice, your message, your value with Fire Nation today, for that we salute you and we'll catch you on the flip side, looking for a business coach who has helped thousands of entrepreneurs, just like you to increase our profitability by an average of 104% per year, all for less money than it would cost to hire a full-time minimum wage employee.
0 (17m 32s):
Schedule your free consultation today with Clay Clark, a former small business administration entrepreneur of the year at ThrivetimeShow.com/fire ThrivetimeShow.com/fire. Hiring is challenging, especially with everything else you have to consider today. But there's one where hiring is simple, fast and smart that places ZipRecruiter try ZipRecruiter for free at ziprecruiter.com/fire that's ziprecruiter.com/fire ZipRecruiter. The smartest way to hire.
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