As we step into life, we see people who are already at the top. Selena Soo, a super fan of thought leaders and successful people, found that she wanted to know more than how they got there, she was seeking inspiration. What started as helping people for free so she’d get to meet her idols grew into an impactful contribution of connecting people through authenticity, simplicity, and brilliance. She explains the importance of admiring great people, learning their best practices and values, but also letting your idols see your own value. Selena shares her publicity strategies and how to build lasting relationships as a super fan.
Selena Soo, The Super Fan Who Connects People With Authenticity
My guest is a business expert who has mastered the art of publicity placement. She has placed her clients on shows like Oprah and other national television programs, as well as Forbes and Inc. Magazine. She didn’t have decades of training or come up the ranks of a New York agency. She actually started from scratch just about six years ago, and through personal determination and brilliant simplicity, she figured out that powerful long lasting relationships with influencers and the media come down to being fully and completely authentic. Welcome, Selena Soo, to the show.
Thank you so much for having me, Mitch. I’m excited to be here.
You and I have been in the same Mastermind program for some time but never really connected and now, we are. I know that there’s so much going on in your life and you’re absolutely peaking. You’re just growing so quickly and impacting so many people. That’s why I invited you here because I know you have a lot to share. I’d like to find out more about how you managed to get here and how this journey has taken you from where you started to where you are now.
My journey started in my late twenties when I had a quarter-life crisis. At the time, I was working at a women’s non-profit making $42,000 a year. I was just feeling lost and unhappy and very depressed. I got referred to this woman’s life coaching group and I got exposed throughout life coach through different books. People, books and thought leaders like Marianne Williamson, Louise Hay, Deepak Chopra, and eventually people in the online world like Marie Forleo and Ramit Sethi. I remember thinking, these people are so amazing. I feel like the whole world needs to know about them because so many of us have these moments where we feel lost. We’re trying to find our purpose in life or next step in our career, or maybe we are stuck in this relationship that doesn’t feel right or we’re having health issues. I found that people don’t just need more information. They’re looking for inspiration. That’s what I was looking for. I felt like these authors, experts and thought-leaders that embody this message of possibility were the people that started to help make me feel better and turn my life around.
I started diving more into that world, subscribing to newsletters, reading books, and overtime introducing myself to these people through their newsletters, showing up at their events, being a helpful person in their life. Essentially, I got on their radar. That’s how I got started. I started just helping people for free. I would see someone that I really admired. I would introduce myself to them and I would have an idea for them. “You should meet this person or you would be great for this media opportunity.” I just played that super connector role and started making all these things happen for people.
Over time, when I did decide to start a business, I had these relationships and I would reach out and say, “Can I get a testimonial for my website?” I didn’t have any clients at the time and no credibility, but all these people were like, “Yes. I would love to help you.” I launched my website with testimonials from people who are leaders in my industry, people like Marie Forleo, Danielle Laporte, a lot of magazine editors and people who write for the media. I launched with a bang, but it all started from feeling loss and discovering this world of thought leaders and experts and authors and just showing up for people like that and being a helpful person in their lives. They eventually ended up being people that could help me get seen when I was an unknown and didn’t have any formal training or background in what I was doing.
It’s an interesting perspective, because we all read books that impact our lives but what you did that’s different. You decided to literally enter the lives of the people who touched yours. The way you did it is probably in the least threatening way possible. You became their fan and then you decided to help them and show up. It’s so simple but look at the impact.
Mitch, I actually really love that you used the word fan because a lot of people think, “I don’t want to be a fan. I don’t want to be seen as this fan girl or fan boy,” and honestly to this day, I am super fans of my friends, my mentors, my clients, so many different people. It’s great to be enthusiastic about people’s work. One of these ideas, a key I love to share with people is this idea of the moment you put someone on a pedestal is the moment they start looking down on you, and that’s different from being a fan. A lot of people will see someone and be like, “You’re so amazing. I would never ever have anything to offer them. Like they had everything, I’ve got nothing. I don’t want to waste their time.” When you’re doing that, you’re creating this energetic dynamic of not being good enough and then it’s hard to connect with those people because they also feel something is off.
I’m able to be a super fan and think they’re amazing, but also feel comfortable enough approaching them and offering value. One of the ways that we can level the playing field in our mind when we’re approaching these people that to us are like our heroes is by being that person that offers value and helping them. By doing that, you are contributing. For me, people will be like, “Selena, you’re an introvert. How do you connect with these people who are huge deals especially when you started? You didn’t have anything.” For me, when I think of the word networking, my definition or how that plays out in my life is that’s just me helping people. I know that I’m just showing up to help someone to make their life better, to connect them to someone, to add value, to show my appreciation, it’s going to make their life better so I’m not taking. It’s just a way of serving.
The moment you put somebody on a pedestal is the moment they look down to you. What’s interesting about the way you said it and what you said specifically is you then followed it up with in your head because that’s where it counts. If you think the person that you’re a fan of is looking down at you, then it’s going to change the way you act. It’s also, as you said, going to change the way they act, too. That’s such a critical piece and it’s so brilliant. I can’t tell you the number of people I’m fans of. Probably the single biggest fan I have is the fan that I am of is Tony Robbins. I love Tony since a young man. I worked with Tony, as you know.
That was a peak experience for me to be mentored by Tony Robbins for five years. It doesn’t happen to many people. It’s this idea of being on equal grounds. I could sit in a room with Tony, and I have many times, get on the phone with Tony, and we could chat. I don’t think of him as being on a pedestal. I certainly love him for who he is and the way he shows up and I know that he is an incredible world moving force, but that’s not putting him on a pedestal. Does that make sense?
It’s so important to distinguish. You can admire people, look up to them and see their value but you also have to see the value in yourself too.
Without having that feeling of you being valuable and showing up as delivering value, that’s when that feeling of being less than might kick in.
A lot of people don’t know how to add value or they are adding value and they’re not telling people. Maybe someone is a huge fan of someone and they tell their friends, but they never take the time to write an email to that person or show up for them in ways that reflect how much they mean to them. I have a lot of stories around how I’ve done that. I feel like a lot of people think that these things are impossible. Some people get lucky or you live in New York City or you knew that person, but all of us start from zero. None of us are born with relationships. We have to build them over time.
I’d like to get you to share with us some of the strategies that you teach that would help people truly understand what it takes to become if not necessarily close to somebody in the press, at least get them to value and respect you enough to listen to you.
When I think have publicity I think of it broadly. People often think publicity is just magazines and TV, but it’s also podcasts as guests, posts. It’s influencers opening up their platform and sending email with your content. Nowadays, it’s not just these old school media outlets that can give us publicity. It’s anyone who is an influencer and has a platform. There’s a whole bunch of stories that I can share. For me, I’ve been cultivating and building these relationships over time. When I was then later looking for attention and support, it was easier to get it. I can share the story of how I met one of my main mentors, Ramit Sethi and that led to a lot of publicity opportunities for me. I’ve been a big follower of his work. I had read his New York Times bestselling book. I had bought his course. I was walking home from my summer internship. I was in graduate school at the time and I spotted him on the street. I remember being on the phone with my mom and I was like, “I’ve got to go.” It’s funny because I am someone who’s naturally shy. I’m not someone who is super bold, but at the same time it was like if I don’t go up and introduce myself, I don’t know if I’m going to see him on the street again. This might be my one shot. I went up to him and introduced myself to him. I remember he was wearing glasses and he had flip flops on. He just let his parents into a cab and he was surprised because a lot of his readers at the time, this was several years ago, were these dorky guys that were in their twenties. I was this young, spirited woman and really excited and knew who he was.
He explained to me that he had just gotten back from a cruise with his parents and they were heading back to California. He mentioned that he had two sisters and I was like, “I know that.” He was like, “How do you know that?” I was like, “Because in your book, in chapter seven on savings, you talked about how both of your sisters had East Coast and West Coast weddings.”He was like, “You’re such a stalker.” That is how our friendship began. He would host these local New York meetups and I was on his newsletter so it’d be informed about when they were happening. I’d show up at these meetups and Derek Halpern and other people in who I admired were there. Ramit would see me talking to Derek and be like, “You guys know each other?” I was like, “No. We just met two minutes ago.” One of the key ways I built relationships is by being that super fan. The way to get other people interested in you is simply being interested in them. Because I knew so much about Derek, I knew so much about Ramit, we had lots to talk about because everyone’s favorite topic is themselves. That’s how I start to build a relationship.
One day while I was in business school, Ramit emailed me and he said, “Selena, I am going to be making some big changes to my website. I’ve got these two mock-ups of different home pages. If you’ve got a minute or two, I would love for you to take a look.” I remember being so excited and I was actually in class at the time, my entrepreneurship class, ironically. I left the classroom and I went to the library and I gathered a group of friends and including people I didn’t really know, and I got them to give feedback on Ramit’s website, the copy, the positioning, the messaging, everything. I wrote up what ended up almost being like a report, pages of ideas. I sent that to him via email and Ramit was like, “This is insane and amazing.” He forwarded it to his team. Even though he’s never been a private client of mine, he knows how I operate. He can speak to the quality of my work and my ideas and have continued to be a helpful person. I got him at Oprah Magazine when he had this app called Negotiate It and I’ve connected him to a lot of other influencers and a ton of media. He ended up opening up his platform to me. I remember organizing a focus group at my home because I had a nightmare client, a PR client that really made me question like, “Do I still want to do this work?” We were brainstorming and I knew that I had to build my audience and Ramit said, “Who could you talk to that has a bigger audience than you that can help you with this?”
At that point it was anybody, because I had a list of a 150 people and he was like, “Selena, why have you never asked me to write a guest post for your site? I think your writing’s amazing. Your ideas are great.” I was like, “Can I write for your site?”He was like, “No.” I was like, “What?”It was embarrassing because I had all these people in the focus group and he was like, “It’s not about me doing you a favor, it’s about you adding value to my audience. I need you to pitch me right now and tell me why you want to write a guest post for my site and how you’re going to add value to my audience.”I had to do it a couple of times. It was very difficult for me but I managed to get it across. “Sounds good. Send me a follow-up email with your pitch.”
I sent the email and we developed this idea but then his team destroyed it, and then I felt like, “This is too overwhelming.” I picked it up back up a couple months later and when we did do the guest post, I remember it was Christmas when my guest post went out because he emailed it to his newsletter. At the time, there were 215,000 people and he’s gotten New York Times bestselling authors on his newsletter, journalists college students, so many different people, all very smart, intelligent people and a lot of people who joined my list, about a thousand people right away and then probably more like 2,000 over time as people continue to read that guest post. With my second opportunity with him, which was a video opportunity, he also linked to a free gift that I had. You didn’t have to opt in to get the gift, but there was an opt in to get a copy of it mailed to you. I got about 2,000 people that time. I had to have good ideas, otherwise he wouldn’t just feature me as a favor. Building that relationship and being someone that adds value definitely gave me that insight and then got my foot in the door.
You were basically confused about what to do and how you went and asked Ramit. He was kind enough to give you this great opportunity, but he made you work for it. I love that. He didn’t just say, “Sure.” He made you work for it and then his team ripped apart your proposal. That is the thing that builds a person up so beautifully, that creates their character. That was the gift. The guest post was not the gift. It was the process.
I also worked it and this is what I tell people to do. Leverage the opportunities you get. When I was on his website, I was so excited and by that point I had built more of an audience. I told the people on my list, “I would love for you to leave a comment, it would mean the world to me.” This is such a big opportunity and this is why I shared the backstory of how I knew him and all that. I got a lot of comments and some people would write back and be like, “I love the guest post so much and all of that.” I was like, “That’s amazing. That means so much. Would you be willing to copy and paste what you just sent me, like our portion of it and put it on the guest post because my goal is to get over 200 comments.” I was just very consistent. Like, “Help me, help me.” That’s how I got 267 comments. That was one of my early publicity opportunities, which was like one of the best things that had ever happened for me publicity-wise. Then when I would pitch myself for their podcast or their guest posts, I had this social proof. I was writing guest posts before. I was recently on Ramit’s website, then in parentheses 267 comments. I’m doing the work for them. I’m not telling them specifically, “I wrote this guest post, hyperlinked.” I know that people might not scroll all the way down and see the comments. I literally tell them this is how many comments I got, and so that creates social who and people are like, “People respond to Selena’s work and she knows how to publicize it.” That helped me get more and more publicity opportunities for myself.
I want our listeners to see that post. Would you be kind enough to name it now?
Selena Soo spills the beans on the exact secrets she has used to get incredible people to not only pay attention but boosts her brand and participate in their success. I just can’t wait to read it myself.
Thank you, Mitch.
I wanted to repeat one of the very important points that you mentioned. You said publicity is all about influencers opening up their platform. What I loved about that is you didn’t say if it’s about getting into a magazine or getting your piece in front of other people, influencers who will open their platform do it in a way because they believe that what you have is so valuable that it will make them look good. Isn’t that the question, “What can I do to make them look good or to basically benefit their brand or enhanced the way they appear in the public?”
Absolutely. This connects to the big idea that I wanted to get across to people. When it comes to connecting with influencers, a lot of people think, “I need to show that I’m competent and I’m perfect and all of that and they don’t want come off as a fan.” For me, in the story that I shared with you, I asked for help. I know that I was struggling in my business. I wasn’t happy. There are things I need to figure it out and I would love for him to offer me some advice and be a part of this focus group. I said like, “I don’t have many people on my email list. I need to figure out how to grow my audience and create these new revenue streams.” He was like, “Why haven’t you pitched me?” I just went straight to Ramit early on and was like, “Can I write for your website?” I’m not sure how that would go down. Maybe not in the same way as like, “Let me get your support.” Also, part of being a super fan sometimes is being someone’s student.
A lot of these people that you admire that have platforms, they’ve got online programs and courses and masterminds and different ways that you can learn from them. Honestly, if you are someone who is their star student that takes their learnings and runs with it and shows that you can get results through this program, they’re going to want to feature you and promote you. I’ve been oftentimes promoted by different mentors of mine because I’ve been that star student and the publicity that I’m getting from them is publicity that actually makes them look good.
There are so many pitches that arrive in the inbox of these people. They have to hire people just to sort through them because pitches are a dime a dozen, but relationships are rare. What you do is you build relationships with influencers and then you allow the relationship to cultivate and develop slowly as opposed to, “I’ve had my first three phone calls. My fourth phone call is when I hit him with my pitch.” It’s a very gradual process of developing that relationship, which I love, by the way. On the other side of that, the most recent employee that I hired for my business is someone who came through one of my programs and reached out to me exactly the way you described and made herself useful to me before I hired her. That immediately showed me who she was and what her nature was in. This is what you’re describing when it comes to working with influence as well. Once we get to the point where we have a group say maybe it’s six particular influencers that we want to reach out to and it’s doesn’t work. We try it and we try it, we’re spending months studying the materials, buying their books, sending them emails, maybe even attending their courses. I’m not sure they all have masterminds or maybe they are too expensive for some people. What happens if it doesn’t work? Where is that next step?
The first thing I was talking about, what does it mean to be an influencer, and how to define that, when I think of an influencer, an influencer is someone who can help you reach your goals faster. Oprah Winfrey and Richard Branson are influencers, but when we think about our own world, our influencers are going to be people that have accomplished our goals or maybe can connect us to someone who can help us reach our goals faster. Maybe there are a couple of steps ahead. The people who are influencers are at all levels of business and their careers and can help you in many different ways. Sometimes there are going to be people that are just so slammed. You could say, “I want Tony Robbins to become my friend,” and maybe he will or maybe he won’t. I don’t think it’s always good to be so fixated on the top two people in your industry, but rather think more broadly about the people who inspire you and also people that you could potentially add value to.
With my mentor, Ryan Levesque, I was in his Mastermind program and he was coming out with a book. I know that when people come up with a book, this is many years in the making. It’s important that there are lots of Amazon reviews, that there’s publicity that people buy the book. Right away I offered to connect him to a bunch of different media opportunities to support the book. Then I remember the week that the book was coming out, it’s a very nerve racking time. It feels really high stakes. I said, “We need to rally the people in your mastermind group to write these reviews.”I ended up writing the very first review because I was up with Ryan until late at night, emailing and sharing ideas and things like that. It was 3:00 AM New York time when I was able to post the first Amazon review. It was midnight on the West Coast which is where Amazon is based. I wrote the first review and Ryan’s team had also assembled this Amazon review guide, which was great.
I emailed the Mastermind group. We’re in a Google group together and I was like, “Ryan’s book just launched and I believe it’s so important that we support him and I’ve left a review. This other person at that group has left to review. We would all love if you could leave a review, too. Here’s the guide that the team put together on how to create an amazing review. It’s our time to show up for Ryan.”He appreciated that because it was a lot easier for me to do that than for him to ask people like, “Support me.” I love showing up for people in that way and a lot of times people think like, “I’m not a mind reader. How do I know what someone needs help with?”It’s pretty obvious. If someone is a podcast hosts, they need iTunes reviews. If they are writing a book, they want Amazon reviews, they want bulk book buys. People are looking to build their businesses, get more attention and publicity to be connected to more of the right people to have more time. There’s just like certain things that are generally pretty universal. I had been good at paying attention and just understanding what people need and that helps me help them.
Again, all that are great suggestions, but I just want to make it clear to everyone who probably realized this any way. There are just going to be people that you will not be able to reach. I mean for example, and again, I’ll use Tony Robbins as an example. I just know that Tony is not the type of person that is going to respond to things like that unless you spend years showing up at his events, volunteering to be on his team, which he has these teams that show up for all of his events, they’re all volunteers. This is how you got to know somebody like that. I have another friend, Mike Wolfe who happens to have recorded a beautiful interview with me on his love, which is buying homes, investing in homes, and he’s a fan of Brendon Burchard and he shows up at every Brendon event as a volunteer. Brendon knows who he is after seven years of volunteering. If you’re willing to put that kind of time, that’s the level of commitment it takes, that’s what it takes to truly connect with people at that level.
For people at that level, definitely. That’s why when it comes to relationships, I really believe in quality over quantity. It takes time to stand out and make an impression and to add value in a meaningful way. It’s also important for people to remember that there are many kinds of influencers. Sometimes it doesn’t take that long. Sometimes you got a friend that you went to college with who now works at a magazine that you want to pitch, or maybe you’re going to a conference and there are a bunch of podcasters there. In some cases, it can take a long time to develop relationships with influencers and other times it can be fairly quick if you show up in the right places and also really pay attention to who’s in your network. A lot of times we forget who was in our own backyard and there’s often low-hanging fruit and people around us who want to help us reach our goals faster.
You and I are in the same group in our JVM group and there are over 100 people in that group. All of us are in business at one level or another. There’s a group that most of us, until you reminded me just now, I might not have thought to even tap that group to the project that I’m working on. It’s a great reminder. Let’s talk more about the actual press. Let’s take Inc. Magazine and Fortune. What is the tactic? How can we get an article published in say Fortune Magazine or on the Fortune website?
The number one thing is understanding the publication. Fortune is different from FastCompany and it’s also different from Inc. A lot of people think they’re exactly the same but they have different demographics, different target audience. Also, know who you’re pitching. For example, lots of columnists at Inc. and Forbes, they have their beat. One of my main contacts at Forbes, her beat is side hustles and millennials and entrepreneurship, and one of my contacts at Inc., her focus is on mental health. Even though Inc. covers a lot of business topics, if I were to pitch that person on a topic that’s outside of her beat, it wouldn’t get approved for her to write. You can even have the connection, but if you don’t do your research or understand who these people are that you’re pitching, that’s not going to get approved. If you’re trying to get a business article and you’re pitching the food editor or something at a publication, it’s not going to work. One of the first steps is doing that research, identifying the right publications and the right people to pitch.
I have the belief that most of these people are so busy, they would have no time for me. That’s my core fear about going and approaching a lot of these people. I also know that they have a job to do and if you happen to align with their beats, then even if you don’t have a relationship, they potentially might want to simply begin one because you could help them.
Sometimes the process of reaching out to them about your story idea is a way of forming the relationship. It really depends on what kind of media you’re pursuing. For example, if you’re looking to write a guest post, some of these contributors have a requirement where they have to produce four pieces a month. If you are pitching them excellent story ideas related to their beat, they’re going to be so happy. They’re going to want to work with you, especially if you can put things on a silver platter and have all your tips ready for them and send those over; a podcast for example. There are other things that podcast hosts are thinking about. You know this being a podcast host yourself. Podcast hosts are influencers. A lot of them tend to have a business. They’ve spent a lot of money building up their audience and producing a really amazing show.
A friend of mine who specializes in pitching to podcasts and has her own podcast says, “You’ve got to think that if someone is letting you on their podcast, it’s like they provided you $500 minimum worth of marketing value from putting together the show notes and editing the interview and this and that.” There’s a lot of work that goes into it. Some of these websites, for example, they have an unlimited number of guest posts. With a podcaster, there are only so many people they’re going to interview over the course of a year. They want to interview the best. They want to interview people that are interested in building a relationship with and people that have an audience that could end up becoming listeners to their show or people that can spread the word in some way. If you don’t have a website or there’s not much about you online, it’s not clear if you have an audience or a clear message. It’s going to be harder to get media in general. You can disagree or agree, but I think with podcasters in particular, they’re really interested in the person. What kind of personal brand have you built for yourself and what kind of audience? They’re considering, “Could this person be a good fit for the podcast?”
You’re so right. Nobody talks about this, but you brought it up and I will reinforce what you said. There is an investment that, as a podcaster, I make every show. It’s not just the cost of producing what I think of as an absolutely killer, gorgeous show page for every single guest. It’s basically the money that gets spent on driving traffic to each of those shows. This isn’t like, “I’ll record this and hope somebody listens.”There is a machine behind every single show. If you’re hearing this show now, probably you’ve found it on a piece of social media or it reached you through a link, you didn’t just happen to be scrolling through iTunes and find this show. It came to you deliberately. When someone applies to be a guest on my show, I am looking to see whether or not they will enhance the show or they will subtract from the quality of the show. In my course of interviews, I’ve done over a hundred interviews, I have deleted five so far. I could tell you funny stories about people who just don’t listen, who won’t shut up, who pitch and pitch and what it really comes down to is this, “I protect my audience.” I know what they need. I believe that they listen for a reason. If I don’t feel that what a guest brings is worthwhile, then they don’t get to be in front of my listeners. If you want to be on podcast, not necessarily mine, but any podcast, pay attention to what Selena described, to who that podcaster is and what they need. It makes a huge difference.
When it comes to publicity, relationships are important, but sometimes we build it like as we’re pitching. Knowing who to pitch in the right publications is key. The next thing is coming up with story ideas that are going to resonate with the media. There are certain things that the media loves to cover again and again. For those in your audience that are business owners, people love like rags to riches stories or a hero’s journey story, the highs and the lows. Think about your business journey and what your lowest moment was where it seemed like everything was going to fall apart and what were your highs. Paying attention to those peaks and valleys of your story will help you generate those story ideas. Another thing is, a lot of people will say to me, “Selena, I feel like when I’m in the media, I’d have to dumb down my ideas.” The thing is with the media, you do have to get your ideas across many more quickly than if you were working with a client one-on-one or had a conference or doing even like an hour-long podcast interview. With TV and magazines, you have to get it down to sound bites and concepts that are very digestible. I encouraged them to think about how you can create some framework to explain the work that you do.
For example, there’s a book called The 5 Love Languages. It’s easy to understand what that is. There are different kinds of love languages that people respond to, but if you were pitching the media and going into the philosophy and just like so much of it was too much to take in, that’s hard. If you break it down to the five love languages, it’s like, “I understand that.” There’s Maslow’s Hierarchy of Needs or someone that I met recently, he popularized the concept of conscious uncoupling when Gwyneth Paltrow and Chris Martin got a divorce and he helped facilitate the whole process. People were like, “Conscious uncoupling, that’s interesting.” He had this other term that he shared with me recently, the metabolism of shame. You can still share these interesting advanced ideas in the media, but you’re going to want to think of a way to use an interesting term or framework that piques people’s attention and helps them understand the idea more easily.
That makes a lot of sense, because if you can come up with a cool and catchy way of describing a process that you’re good at or maybe that’s your secret sauce, then like you said, immediately people will grab it and go, “I want to know more. Tell me more about that. That sounds cool.”
Oftentimes when you’re in the media, people are going to get a taste of you but they’re not going to get everything. Sometimes people are upset like, “The headline of the story doesn’t speak to the depth of what I do or whatever.”It’s like the media has their goal of serving their audience and making the information digestible often to the masses or whoever their specific audience is. If you can offer something that’s catchy and interesting and intriguing, they’re going to go to your website, look online and then take the next step. They can go deeper with you there. The content that you share in your newsletters or in your online programs or through one-on-one coaching is not going to be the same thing that is necessarily in an article.
Selena, this has been such a great experience learning from you this way. I’m sure everyone are getting a lot out of this as much as I am. We’ve come to the time in the show when I need to ask you a couple of questions. This is my favorite question and it’s the question that I ask people that I believe gives us a little bit of a peek into who they really are. Here’s the question. Who, in all of space and time, would you like to have one hour to enjoy a walk in the park, a quick lunch or an intense conversation with?
I would pick Barack Obama and there are a couple of reasons. It comes down to his personal character. He’s the kind of person that makes other people feel good. He elevates people. I admire that quality in him and that’s also what I try to do. I love making people feel special so I admire that. Another quality that I admire is how he is able to be so calm amongst such chaos in the world and so much stress. He’s still able to play basketball and be with his family and show up at these events. I am a sensitive person and I can’t always have that game face if things aren’t going well. I feel like he’s able to compartmentalize things. I’d be really curious to learn more about that.
It’s a great choice and several people have said Barack Obama as well, but they didn’t give the same reason as you did. I love the reason why you’d like to maybe spend some time with him because a person who can hold their cool under enormous stress like that is intriguing. There’s a level of confidence there that comes from somewhere that you want to ask and tap into and see where does it come from and how can others have too. I love that quality. Thanks for bringing that up. Selena, here’s the grand finale question, the change the world question. What is it that you are doing or would like to do that truly has the potential to literally change the world?
It’s what I’m doing right now. I believe that people are not looking for more information. They’re looking for inspiration. These experts, these authors, these cultures, these role models have the ability to change people’s lives, change the direction of their career, how they think about themselves, how they show up in the world. I love elevating those kinds of people. I also, for many years, had been this behind the scenes person and I really love being behind the scenes. I’m also starting to step into my own thought leadership a little bit more. That’s exciting because it also helps me expand my influence in the world. I’ve always been the person who, if I identify someone amazing, I’m like, “I want to be the person who blows them up.” I’m not a violent person, but that’s just the term. I want to help them become this well-known influential person because of all these connections that I have, all these introductions. I love expanding my network which is what I continue to do every single day. I’m living my dream life. I’m living my purpose and there is nothing else I could do that is more fulfilling that could change the world more than what I’m doing right now.
We’re here to help you, Selena. When anyone comes along with a purpose like yours, someone who’s ready to change the world in your way, the universe lines up next to you to assist and that’s what we’re doing today. In that spirit, I know that you’re coming out with a new program and I’m very excited about it because it’s going to help a lot of people. Can you tell us a little bit about that?
My program is called Impacting Millions. I love the name of it because that’s what so many people want to do. They want to impact a lot of people and change the world. It’s not about being seen or get famous or be in the spotlight. It’s more about let me help people change lives. There are a couple of things I think are unique about the course. Being a business owner myself, I am very aware that the people that I serve don’t have a lot of time. They’re busy getting clients, they’re busy serving clients and they’ve got their personal lives and all that. I want to make sure that when people get publicity, it’s worth their while. I begin with helping people create a media plan and getting clear on their strategy. What are the kinds of media opportunities they want to get? How are they going to leverage those opportunities to grow their business? Depending on what your business model is, whether it’s selling books or selling high-end coaching or something else, there’s going to be different kinds of publicity that are more relevant for you based on your stage of business and your business model.
The next thing we talk about is how to make yourself attractive to the media so that when they stumble upon your website, hear your ideas, see how you’re positioned, they’re like, “You’re interesting.” They want to hear more from you. Then we dive in deep into four main types of publicity: podcast, guest posts, magazines, and television. I teach the entire course live, which is unusual, but I like to do that. I know when I show up, people will show up. I want people to get transformation and get my support. I do Q and A at the end of every live call that I do. I also open up my network because I’m all about helping people through my inner circle. I’ve got these different media contacts I have produced for the Today Show or written for Oprah Magazine, and we’ll do these monthly media mentor webinars where you can bring your story ideas. You can brainstorm with them, you can have your pitches reviewed during these live sessions. That happens throughout the year and that’s a part of Impacting Millions. There’s a lot of support, there’s an amazing community, and we open once a year in March. I definitely encourage people to check that out.
Thank you, Selena so much for spending this time with me today. I enjoyed getting to know you better and I know everyone have gotten a lot out of what you shared.
Thank you. I love being here and sharing my ideas with everyone.
Resources Mentioned in This Episode:
- Selena Soo
- Ramit Sethi
- Negotiate It
- How To You Get The Attention Of Your Favorite Expert
- Ryan Levesque
- The 5 Love Languages
- Impacting Millions
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