Welcome to another episode of Explode Your Expert Biz Show, brought to you by http://gtex.org.uk/,
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Today I have the pleasure to Interview Adam Cox
Adam Cox is a Harley street hypnotherapist and is widely known to be the UK’s leading phobia expert and was called the phobia guru by the media. Famous for single session phobia treatment he went from crippling anxiety to self-made millionaire. In this interview, Adam shares how he gets consistently featured on the main media channels.
In this episode, we talk about
- How to find journalists
- How to get on media
- How to create stories that will get media attention
Connect with Adam Cox
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– [Host] Hello ladies and gentlemen, welcome to another episode of Explode Your Expert Business Show. Today I’m here with the one and only Adam Cox, how you doing Adam?
– [Adam] I’m doing very well, very well. Great to be on the show.
– [Host] Awesome, great to have you here. So we are going to talk all about PR and the media, how do we get on media? We know it’s important, we know media can open a lot of doors, can give us a lot of eyeballs to our personal brand and our business. But how do we get there? This is the question we’re going to answer today. And Adam, I know you have two different sides of your business, so let’s explore what brought you here today and teaching laws and helping people to get media appearances.
– [Adam] So I had a real passion for psychology and personal development. So from the age of about 18 onwards, I kind of stumbled across you know, early Tony Robbins and kinda Think and Grow Rich and all this kinda stuff and just kinda had a real addiction to learning as much as I could about how people think. And one of the areas, ’cause I was doing a psychology degree at the time, that I was really interested in was the psychology of influence. So, you know, guys like Robert Cialdini, for example, and the different techniques and psychological principals behind influence, I was fascinated by. And I also stumbled across some material by Richard Bandler which was taking the principals of NLP, which I’ve learned about from a therapeutic perspective, about applying it to sales and influence. So the book was called Persuasion Engineering. And I became absolutely obsessed and kind of was interested really in two things. Originally at that point, when I was 21 years old, I thought I wanted to be a sport psychologist, so a coach helping people become exceptional athletes, but discovered that at that age that actually there were more people graduating with post-graduate qualifications in sport psychology than there were professional athletes. So for me I was also very money motivated, so I thought well there’s not really a market there if there’s too many, you know, psychologists and not enough athletes. So I kinda thought, well what is the industry of influence? And stumbled across this kind of profession called sales and thought, you know, I wanna learn how to get exceptionally good at selling. So I did some work experience at a radio station and was offered a job to sell radio advertising and loved the process of let’s say influence and selling but realised that advertising is the industry of irritating people in 30 second adverts. So just really decided that, you know, people love the radio, people love the media, but they didn’t like adverts because they found them cheesy and irritating and annoying. So I kinda looked at well what’s the industry of influencing, rather than decisions, influencing people’s attitudes and beliefs? And I discovered that that industry was called Public Relations, like that’s the industry of influencing attitudes, belief systems and the thoughts and the positioning that you have for different brands. So went from working in a radio station to working in a PR agency and discovered that many people didn’t understand that radio had a huge audience reach. So I had very basic skills at that point. I knew how to sell, I knew about radio and I knew the basics of PR at the age of about 21, 22. So I decided to set up my own company. So at the age of 23 I set up a company called The Relations Group, which has been going now for more than 17 years. Having worked with huge brands, getting them coverage, you know, to millions and millions of people. But it all came from an interest in psychology and this kind of idea of how do I turn my passions and my interests into first of all, a career and then into a business. That’s really how it all came about.
– [Host] Wow. Well I mean, you were saying some some really interesting things, in particular when you mention your passion for psychology and starting reading books from Tony Robbins, Richard Bandler and Robert Cialdini and from the age of 18, 21. And I’m curious, was that part of your curriculum? And were these books that were given to you by university? By your teachers? By your professors? Or were something that you stumbled across because of your interest at that age?
– [Adam] Yeah, my interest came from being in a not a great situation. So in my first year of university, I developed severe anxiety. So there was a point where I couldn’t even leave my apartment, I was that kind of riddled with anxiety. So part of my interest in reading books about psychology and changing beliefs and managing emotional states really came from me trying to fix myself. So the the course material to have a degree in psychology is very academic, it’s very dry, not very practical, lots of, you know, dates and information and studies, not very usable. For me, I was attracted to the application of psychology, rather than the understanding of it. So I was very interested in finding out what worked and I was happy to test that on me and, you know, I think where the interest in sales came from is because I was interested in, you know, after I got through my anxieties it’s kind of like well can I use this stuff to have a better quality of life? ‘Cause at the age of 21 I didn’t have any properties, I didn’t have any assets, I didn’t have any savings. So I was kinda thinking well can I use these this similar skill set that’s enabled me to no longer have these anxieties and this kind of paralysis, to actually start you know, having an income. And the metaphor for me, that I looked at sales, was very much treating it like a Martial Art. That you know, it’s kind of like… There are certain things that you can never get good at just by reading about. You can’t read how to be, you know, a swimmer. You can’t read how to be a a Martial Artist. You have to do these things and constantly refine it to be able to get good. So I looked at sales as almost like a Martial Art and I was willing to read lots of books and kind of learn from lots of different people. But unless you actually go out there and do it, you’re never gonna get good.
– [Host] 100% agree with you. I want to stay there a bit still when you were 21, and thinking about your inner circle at the time. Were the people that you were hanging around with interested in also things that you were interested? The reason why I’m asking this question, it is because it feels like if I have to compare you know, a lot of the average 21 year old men or boys, you know, they rarely think about having properties or having a business or, you know, improving their sales ability. They’re more like going to the club and getting wasted. So I was… Was your passion also reflected in your inner circle, or did you have to find other people? Or did you face it by yourself? How was that for you?
– [Adam] Yeah, for me as a result of the high levels of anxiety, and one of the anxieties that I had was social anxiety. So the idea of meeting people and, you know, crowds of people were terrifying for me you know, in my… You know, at the age of 18, 19. So as a result of that, I didn’t have you know, a large friendship group. You know, there was a few people that I knew. So, you know I had to kind of in a way exploit the fact that you know, almost like turned the negative into a positive. The fact that I had you know, more time and less kind of friendships and less kind of temptations to kind of get distracted. For me it was about well one, I didn’t want to have these anxieties. You know, I did wanna have you know, a large friendship group and you know, relationships and all this kinda stuff. So that was the fuel for me to start learning but actually at that time, you know, my inner circle was pretty much me. So I had to kind of look to the authors of these books and you know, no YouTube back then. You know, it was a case of you had to actually read all this stuff. And they became, you know, I would say my inner circle were people like Richard Bandler and Tony Robbins and Dale Carnegie and people like this, because I was spending all my time learning what they had to say. So I kinda filled my head with with that kind of information.
– [Host] Thank you very much for sharing. I was very curious because I started, you know, my business when I was 22 and I literally all my inner circles since I was 22 were people that were 30, 35 or 40 plus. So I was reflecting, I was meeting with some friends from Italy last day and we started reflecting on, you know, the inner circles that we have. And right now the majority of people in my inner circle are 40, 50 plus as well, while I’m 30. And this has been mainly driven by interest because I couldn’t find people that had the same passion of entrepreneurship, psychology, coaching, training, sales and marketing like I had around my peers. Also I came from an industry, you know, the catering industry, which is not like… It’s not renowned for having this very deep meaningful conversation, let’s put that this way. Let’s put it this way. So thank you for sharing Adam, really appreciate it. So now we are talking about the media industry because you have been featured, and you’re consistently getting featured, on newspapers, radio, television. You’re helping your clients doing that, as well as helping your clients also with their phobias. So you have these two different side of the business. Focusing on the media side. Let’s start from beginners, and then we are going to move on to people that have been more established in business. So if I’m someone who is starting out, and I say okay, Adam, listen. I need to do something, I know I need to get out there, but I’m just starting out. What would you recommend in that scenario? And if you can give us also some examples.
– [Adam] Yeah, totally. So I think first of all, the area of confusion for people that aren’t that experienced with Public Relations or Media Relations, is that they confuse it with advertising. So the simplest way of kind of introducing what Media Relations or Public Relations is, is that if you’re having to pay someone, you know, for space or time or an article, that’s advertising. And if you’re securing that coverage as a result of influencing someone, then it’s PR, it’s Media Relations. And part of the problem that a lot of start-ups have when it comes to Media Relations, is that they are so obsessed with acquiring clients and so obsessed with growing the business, that they are constantly analysing for cost per acquisition, conversion rates, all the kind of things that you can do in digital marketing but you don’t really get those benefits from Public Relations. So it’s really important to kind of manage any, you know, start-up’s expectations with what is the PR meant to do for them? And what it’s great at is it’s great at building awareness. It’s great at positioning the authority, or spokesperson or the brand as an expert in their particular area. It’s great for credibility. It’s great to cost effectively raise the profile and have that high level of positioning, but it’s not great at generating new clients. That can happen as a side-effect, but it’s not really the purpose. It also has the benefit for any online coverage that many of the articles online will be happy to give a link back to a website and therefore, the benefit of that is that it can enhance your domain authority, your page authority and your ranking. So you can get more organic traffic to your site. But it’s not the same level of control that you can get by doing Facebook ads and pay-per-click. So there’s a saying that is kind of, you know, advertising’s what you pay for and PR’s what you pray for. And what it really means is that what you lose in control, because you can’t control the advertising, a journalist is gonna decide what they want to write about you. But what you lose in control, you get back in credibility and in a sense that it’s more cost effective, ’cause you don’t have to pay for it. But you do lose that control. So one of the first things I would say for a start-up is to understand that different tools do different jobs. And it would be ludicrous to, you know, look at a hammer and complain that it can’t saw a piece of wood, you know, it’s a different tool. So I would say PR is meant to do something very different from those Facebook ads, those Google ads, you know, the direct marketing that you’re doing. It’s more similar, I would say, to things like Facebook Live and podcasts like this, in the sense that you get the authority, you get an engaged audience but don’t expect it to create a flurry of new clients, it’s not designed to do that.
– [Host] So it’s more about credibility at the beginning. So you’re using PR to build your credibility, to get eyeballs, not necerally with a call to action to get clients but because of… That also has been my experience and probably yours, because of this amount of credibility and eyeballs that you drive, then you create a buzz for your business and in return that generate clients, am I correct saying that?
– [Adam] Totally and, you know, it’s the long-game. It’s not the short-game, you know. If you’re doing, you know, let’s say some kind of buy one, get one free offer or some discount on Groupon, that might be sufficient to sell certain tickets or certain amount, but it’s tactical, you know? And I would say PR can be tactical but the long-game is really where it’s at. And, you know, I manage my client’s expectations and say look, you know, you’ve gotta look at this as a drip, drip, drip effect. You know, over time it can really help with positioning, it can really help with your credentials. And you can leverage that by all the… I mean if you, if anyone was to go phobiaguru.com, for example, and you click the Press section, you’re gonna see me featured on radio, TV. So, although I do this for major brands, when I decided to become a hypnotherapist and revisit my passion for psychology, I thought well look, what skills do I have that the average hypnotherapist doesn’t have? And one of those is that well I’ve run a business for nearly 20 years, so I have business skills. But equally, I’ve got the unique ability to get Public Relations coverage, that the average person doesn’t normally have the ability to get. So, you know, if you were to put phobia expert in Google, I’m literally the first name, not even on the first page, but the first name that comes up on Google for organic search as a result of just all the media coverage that I’m getting consistently. So the benefits are absolutely, it will eventually acquire to you know, convert to clients. But to begin with, it’s not really designed to do that. And the best way to get started is just to understand that the media need content–
– [Host] Okay, so let’s explore that. So, they said… You mentioned here the media needs content. So if I’m someone who’s starting, you know, I’ve found that it’s easier for me now to get media exposure, which I have much more credibility and other medias behind me, rather than at the very beginning. So, if you’re getting started, what is the first approach that someone should take in order to get media saying actually, I trust you, I think you’re a credible source, let me get some content from you?
– [Adam] Yeah, the first is a willingness to do it. You know, there are…
– [Host] Very good point.
– [Adam] Because opportunities will come up all the time to be featured in an article, featured, you know, on air as a guest, you know. And quite often, you know, I get coverage when any other hypnotherapist might be able to get coverage. But I’m just willing to do it. You know, and they say right, are you able to give us a quote on this? Or are you able to talk about this topic? And as long as I can find a link between my expertise and that topic, I’ll do it. Which means I get coverage, even if there are more suitable people that should be getting that coverage, just because I’ve got the willingness to do it. So I would say embrace it. And I think sometimes, particularly with people in certain professions, they have got an element of impostor syndrome where they think ooh, there’s probably someone better placed to talk about this topic and, you know, am I good enough? Am I knowledgeable enough? And if you filled with those doubts, opportunities will come by to get coverage and you’ll miss them. And you’ll sit on the sidelines seeing someone else grow their brand, when those opportunities could be for you. So, first of all, it’s have a willingness and understand that, you know, if the journalist doesn’t get that content from you, they’re either gonna find someone else or they won’t run that story. So you have nothing to lose by saying yes, I’ll do it. Because if the content isn’t good enough, they have an editing process that mean it won’t go out. So you have nothing to lose, you know, let them decide if your content is good enough. Don’t make that decision for them. So have the willingness to do it and then secondly, look at the media titles that would make sense for you to be in. You know, so, if you are let’s say a coach, for example, in a particular niche, then look at the blogs, look at the podcasters, look at the magazines, look at the websites that cover that content and start cultivating very basic relationships. Let them know what you are able to talk about. And it’s so easy to do it because with journalists, their email address is quite often, you know, easy to find, it’s normally first name dot last name @ whatever the domain of the site that they’re on or they’ll even advertise their, you know, Twitter handle actually on the article itself, so you can just kind of direct message them. You know, there’s lots of ways of making contact. But if you never make contact, you’ll never… They don’t know you exist. So to begin with, you’ve gotta reach out to journalists, you’ve gotta let them know that you’re willing and able to talk about it and you have to have clear positioning as well. Because if you say look I can talk about anything, then the journalists don’t know when to call you. So that’s why, you know, for my phobia brand I, you know, I have Phobia Guru. You know, if I just labelled myself The Clinical Hypnotherapist, well then they don’t know when to call me. Whereas if I say look, I specialise in phobias. That way if there’s any articles or stories about phobias or anxiety, they’re gonna call me because I’ve got that clearer brand positioning, so they know, you know, what I’m able to talk about. So it helps to specialise, but then when you specialise you need to know… One, you need to know what you’re talking about because they will sniff out, you know, blagging or incompetence, but as long as you do know what you’re talking about then have that willingness to talk about it and think in terms of what they need. You know, and too often the pitfall or the mistake that people make when it comes to PR, is they think it’s an opportunity to sell a product. And it isn’t. Because the journalist and the audience don’t wanna buy your product, they want to have an interesting story to talk about. And you’ll get your opportunity to plug your brand or your website or your product, but don’t use PR as a selling opportunity, use it to genuinely showcase your expertise and your strategies or your knowledge… Use it to showcase what problems you can solve and then the right audience will come to you. But that’s the mistake that people make, particularly when they’re starting out, is they think ah, right, you know, I’ve got this product or I’ve got this offer and it just, it sounds really awkward and it sounds, you know, cringeworthy, you know. You know, and it’s a privilege to be invited on to the media, so don’t abuse that privilege.
– [Host] I completely agree with you. I remember, I had actually an interview for quite a large radio show and what they wanted is a guest that were their parents got divorced while they were teenagers. To explore like what was the impact as a teenager from the divorce, and how they grew up as adults. And that actually gave me literally hundreds of thousands of people listening to myself and my story. And it was not at all related to what I was doing or business, but that led up, like, to other media opportunities and other people following me because I was able… You know, every now and then I was talking about entrepreneurship and the thing that I was doing, linked to the topic of my parents’ divorce when I was 14. I think, so you made a great point there’s you mention, before we move on to the, like, more the advanced strategies, someone has been in business for a while. Before we move there, you mentioned to reach out to journalist and let them know what you do, let them know what you talk about and what you specialise on. What do you find is the best way to reach out to journalist? So, you mentioned emails. Is that the most effective way, or do you find that there are better ways? Or other ways that compliment email, what’s your take on that?
– [Adam] Yeah, so, I guess there’s how you communicate with them and then what vehicle you use. So I would say the classic way of communicating to media in general would be the device is known as a press release. So it’s a structured Word file that has a headline, top lines and then an introduction to the story, normally quotes from, perhaps, you as an expert. And it’s almost like you’re giving them the ingredients to write a story. It doesn’t read like an article, but it reads like you’re giving them all the bits that they can then turn it into an article. And then at the end there’s a note to edit a section, so if they need any more information about your credentials or your website and things like that, then you just give them all the information that they need to write a story. And sometimes, if there’s a topic or an angle or a story that you have already, a press release is a good reason to get in contact with the right kind of people. Because you’re saying look, hey this is ready to go, you can turn this into an article. You’re giving them permission to use your content, you know, or ingredients to turn it into content. And normally I would email that, in the first instance, and then I have a team here so that the team would follow it up with a phone call, normally. But if you didn’t have a team and it was just you, then feel free to phone them. You know, people are… I’m a phobia expert, people are terrified of calling people. You know, they’re, you know, and what’s gonna happen? The worst that’s gonna happen is that you catch them at a busy time, they wind the call down. But people are terrified of the phone, so if you’re actually able to speak to someone you immediately differentiate yourself and then they can hear your passion, they can hear your credentials based on what you say. So I would say that one opportunity is the press release, but even if you’re just introducing yourself in terms of what you do and what you specialise in, a quick email with maybe an introductory video or just, you know, sometimes just kind of the kind of things that you can talk about. Your area of expertise, your bio. You know, your credentials. It’s useful, they might just kind of drag and drop that into, you know, their little folder where if any stories come up that are relevant to that, suddenly you’re on-hand as a resource that they can contact. Don’t expect miracles straight away. And I would say another pitfall that people starting out with PR is that they consider it too much hassle. You know, it’s kind of like, ah, I’ve gotta write this and then email this and all that kinda stuff. And it’s kind of like yeah, look, it’s not easy but by doing it, you can get thousands, if not hundreds of thousands of pounds, you know, of free coverage that you don’t have to pay for advertising, which is really credible, that can help grow your brand and, you know, all these wonderful things just by doing what either other people don’t know how to do, or are scared to do. So, you know–
– [Host] Absolutely, if you have something like on your website as seen on the BBC or as seen on the local church hall. What’s more important? What’s more powerful in terms of branding? Of course, as seen on the BBC. Even if the local church hall, you might do a great job there. But people will trust the BBC more than the local church hall. So very, very important. Thank you for clarifying it and sharing with us the ways in which we can reach out to journalists. And of course, if someone has a phobia or is afraid to call, then you know where to go now. And make sure you get in touch with Adam if you’re struggling with that. Now, let’s move to the… If someone is already been in business for a while, already got featured, so they know what they are talking about, they don’t have any kind of imposter syndrome, they know their worth and they want to get out there and get on media. Do you use the same strategy of someone starting out? Or are there some things that we have to do different, in this case?
– [Adam] Yeah, I mean of course you could still do the basic strategy of introducing, you know, lets say whoever the spokesperson or expert is. Press releases are just a vehicle, but then there are lots of different tactics that you can deploy within a press release. So one of them for example, is what’s known as a proactive release. So there are dates in the calendar all the time. You know, in March we’ve got dates like International Women’s Day, for example. We have a client actually in our studios, they’re gonna be broadcasting to about 2 million people because they have a message relevant to women and about the empowerment of women on International Women’s Day, so the timing’s right. So sometimes there are dates in the diary that are just relevant to talk about particular topics. So, you know, those proactive platforms are really great. It might be someone listening to this right now has something relevant that relates to Brexit, or relates to mums, you know, and you can be creative. Like Mothering Sunday, for example, you could look at it as a most basic level of gifts for mum. So anyone selling something which would be a desirable gift to mum, it’s a reason to go out to the media and say well, hey, this is possible. Or what if you’re a fertility brand? What if you help people become pregnant that can’t become pregnant? Then Mothering Sunday is a very relevant timing but from a different angle. So this phrase angle is very important, because it’s really the creative element of turning an idea into a newsworthy story. So you could have a proactive platform. You can also newsjack. So the process of newsjacking is that there are breaking stories every single day. We’re currently working with a language learning company called Rosetta Stone. And that’s because in the newspapers last week, and I think it was, it was Wednesday or Thursday…
– [Host] I learned English through their course. I’m a client, I’m a client.
– [Adam] That’s it. So to give you an idea, there was a… In every single newspaper last Wednesday, they were talking about how the number of students taking languages in secondary education, had fallen by 40%, okay? So we saw that story and we newsjacked it and we said right, if language learning is, let’s say, in decline within the classroom, what are the innovative ways that people can learn a language outside of the classroom? And we approached brands like Duolingo and Rosetta Stone and Linguaphone and all these kind of brands. So, you know, these tactics that can work for a start-up can absolutely work for a massive brand. And we’re now gonna have Rosetta Stone in the studio next week, talking about how companies can introduce the same technology, so that their employees can learn languages. So we build it around their messages, but that’s just an example of reacting to the news agenda, also known as newsjacking. And there are lots of different tactics. One of the things to look out for if someone wants a really efficient way of doing it, is on Twitter and on certain media platforms, you can look for the hashtag Journalist Request or Journo Request and journalists are constantly requesting for experts, for content, for topics to talk about. And simply by almost kind of like evaluating those and then getting in contact when there’s something relevant. I mean, I’ve been featured in, you know, huge, you know, TV channels and radio stations and massive newspapers like The Guardian, The Telegraph and the like, simply by responding to a request for an expert, you know. And by doing that quickly, you can get some fantastic coverage. So there are lots of different tactics that you can deploy. But strategically, you wanna know what’s your area of expertise? And how can you turn that into interesting content that would be appealing for the media and their audiences? So strategically, it’s a content-based strategy but there are lots of tactics about how you get that that content out there to the right people at the right time.
– [Host] That’s so useful, Adam. Thank you very much for sharing. So, we have few ideas here. We have newsjacking, we can look at the hashtag of Journo Request, we can look at the dates in the calendars of some festivities that we can align our content on. So there is all these things that we can do if we are already out there, and also if you are starting out. But of course, if you are already out there it becomes way easier. In that way, you have already some credibility. I will love to add as well one thing that I know Adam has and helped me out a lot in what you’re sharing, which is also having kind of a media page for people, like when you share this on your website. I actually during the interview now, went on your website and stalked you a bit and looked at your courage page. And, you know, if someone goes to the page, they can see from you that actually yes, you’ve been featured in places. There is, there are videos, there are all the pictures and the images. And I think that if you have been already featured somewhere else, create a page like that. So then when the media are going to check you out, you can send it in or you can send it to a journalist and immediately they can see oh, this person is credible, let’s get them in because they have been featured elsewhere.
– [Adam] It’s a really valuable thing, and if you went on Phobia Guru, if anyone did and went to my Press section, you’ll see that the first few articles weren’t in impressive publications. I think it was in Wellbeing News and, you know, or some local newspaper. But from that, it then helped me to get on BBC 5 Live and then in The Guardian and then in The Metro and then in, you know, glossy magazines, celebrity magazines and all this kind of stuff. So, you know, don’t expect… You know, some people say well I wanna be on Oprah, I wanna be on The Ellen Show. And it’s kind of like, well yes you might do, but the idea that a researcher for Oprah is gonna go to you if you don’t have any other coverage and then think that–
– [Host] Good luck.
– [Adam] Yeah, you need to build up that credibility first. You need to build up–
– [Host] Absolutely.
– [Adam] You know, your own brand so that it reaches a point where they think ah! You know, I can feel comfortable inviting you on my show because you’ve been on so many other shows. So, you know, if you’re on radio show, like on my website there’s lots of Soundcloud clips so people can hear me on radio. Or there’s lots of YouTube clips of me on TV. So then any other journalist or producer would have confidence in inviting me on because they could already see that I am knowledgeable about these topics–
– [Host] And also that you can talk to camera as well. Or you can talk to a microphone. Because, you know, sometimes you can go on television they get you in and then you don’t get a callback. Sometimes it’s not because of what you say, but how you say it. You know, you need to be a good material for for the media. And before having like a media page, if you, you know, don’t have a website or you can also collect all your interviews in an Excel spreadsheet. And or sometimes I would also just send the, you know, an Excel spreadsheet with all the media interviews that I had and that’s also enough for a journalist to see it. So don’t let maybe your lack of technology, or lack of website, to stop you from… Oh, now I need to create an impressive media page and I don’t have this kind of things. You can always start somewhere and then build it up, and you can use Adam’s website page as a brilliant example on how he uses it to get on media consistently.
– [Adam] That’s it. And you can also leverage on social media, you know. Once you’ve got this coverage, you know, then, you know, put it on Instagram, put it on Facebook, you know, put it on Twitter. And just say look. And people love that because it’s social proof. You know, there’s this weird thing where, you know, I was getting really successful as a phobia expert. It was only when I got featured in like massive publications, that members of my own family would say Oh, can you help with this? It’s kind of like why did it take me to be featured in the national media for them to then say… It’s the same psychology. It’s the same psychology with everyone–
– [Host] Absolutely, absolutely–
– [Adam] People are waiting for you to get the seal of approval, if that makes sense.
– [Host] Now, okay, now we are good to go. We can trust you, even if you are our own family. I wasn’t trusting you before in the start, but now I do. It’s brilliant. So let’s now move to section of called Lifting the Veil, where I ask all our guests to share something, maybe an app or a book or a software or a read or a blog, something that you are using that makes a difference to your business or life. What’s that for you, Adam?
– [Adam] So I would say that for me as a typical entrepreneur, I constantly take on new projects, new goals. I’m constantly spinning plates, you know. And, you know, in addition to running my businesses and my hypnotherapy practise, I invest in property and, you know, I do lots of things. So for me the app that’s really helped me are productivity apps. And I’m a big fan of the the GTD system, the Getting Things Done system by David Allen. And Tony Robbins has a version called Rapid Planning Method, the RPM system. So, one is the philosophy of clarifying outcomes rather than activities, and then managing that in a certain way. And there’s two apps or bits of software that I use and I use them both, because they both do slightly different things to help me manage my outcomes. The first is an app called Trello. So I have lots of Trello boards and they do different things. So I have a Trello board that is my vision board, so my large outcomes. And then I’ll have a Trello board for all of my hypnosis plans. I’ll have a Trello board for all of my live campaigns across my company all in different stages. And it basically means that you can have a snapshot of what’s going on to constantly evaluate and make new priorities. And recently I have started using an app and software called Asana. Which I basically call it, it’s Trello on steroids, you know, it’s essentially… You still get the functionality of different boards and priorities, but you’ve got the ability to assign tasks to other people and have a lot more ability to not miss things. And I think anyone, you know, it’s hard enough if you’ve got one business or if you’ve got like a few goals that you’re doing but then, you know, the more that you’ve got, the more you have to rely on systems and processes to make sure that you don’t miss something. So I’m a big fan of Trello and Asana to make sure that… And I don’t get it right all the time, you know, I will miss the occasional thing. But it helps to give me a sense of control and to ensure that I don’t have everything buzzing around my head, you know. I wanna use my, you know, my brainpower to solve problems and create ideas and to execute things. I don’t want it as a storage device if I can use other things to do that.
– [Host] That’s such a great piece of advice here. Particular the metaphor of of your brain not as a storage device, a storing device. Yes, yeah it’s really important in terms of the way you prioritise your time. Thank you for sharing those great resources, so Trello and Asana. We’ll put the links in the show now so you can check them out, so thank you Adam for sharing. Now, it’s time to wrap up. It’s been a absolute pleasure to have you here on the show, Adam. If people say well they want to reach out to you because maybe they have phobias, I mean we haven’t talked about that but we know you’re good and also they want help in their business to get feature on media. What’s the best way to get in touch with you? And what do you have for our audience?
– [Adam] Yeah, so on the phobia side if there’s anyone with a phobia, all you need to know is that, you know, I’m famous for being able to get rid of phobias in a single session. So if you were interested in working with me on the phobia side then if you put Phobia Guru in Google, or go to phobiaguru.com, or even if just to check that my SEO is still working, if you put phobia expert in Google I should be the first name that comes up–
– [Host] I can say it is because during the interview I went to check it actually and yes, first name on Google, so yep.
– [Adam] So phobia expert then, I’m still there. And I offer a free 30 minute consultation call, so if you have got any fears, phobias that you wanna discuss, I will do that absolutely without charge. So that’s on the phobia side. From the PR side, normally it’s big brands that we work with on the broadcast side, but I do have a course, so a Branding Bootcamp, and a system that can enable experts and authorities to actually start doing a PR system and that’s very low-cost. And so I would say go to relationsgroup.co.uk, you’ll see my company website, there lots of case studies of what we’ve done for massive brands like IBM and Microsoft and big pharma companies and things like that. But we use the same approaches to help smaller businesses and expert businesses to get thousands upon thousands of pounds worth of free coverage as well. So that would be relationsgroup.co.uk.
– [Host] Fantastic. So, Phobia Guru and relationsgroup.co.uk. Adam, thank you again for being on the show. Guys, make sure you reach out to Adam and I’ve seen him speak, we met live at an event we were both speaking and yes. He’s absolute the real deal, get in touch with him, he can help you out. Adam, thanks again for being on the show, really appreciate it.
– [Adam] Thanks for inviting me, take care.
– [Host] It’s my pleasure. Ladies and gentlemen, thank you for listening and being with us. If you haven’t subscribed yet to the show, subscribe right now in this moment so you don’t miss any other amazing episodes like the one we had today. Also, let us know what do you like about this show? Leave us a review on iTunes and then send me the screenshot at firstname.lastname@example.org I will personally respond and I’ll send you a little gift. So, write the review, go on there right now. Thank you very much for listening or watching, and remember that together we grow exponentially. Bye for now.