Episode #495: How to Use AI Tools to Pitch Holiday Publicity (and a lot more) with Callan Faulkner

Want to get your jewelry featured in top gift guides without spending thousands on PR? Award-winning PR strategist Gloria Chou reveals her proven CPR method for pitching gift guides that actually get responses. Learn why you don't need a massive following or previous press coverage to land features in major publications, plus discover how to find the right editors and build lasting media relationships that lead to repeat coverage. In this episode, you'll learn: • [2:15] Why your Instagram following doesn't matter (and what editors really care about) • [5:30] The exact formula for writing pitches that get opened and read • [12:45] How to find editors' contact information for free • [18:20] The right way to follow up without being annoying • [25:40] Understanding affiliate links and modern PR opportunities   Resources Mentioned: • Google News Alerts - google.com/alerts • Help a Reporter Out (HARO) - helpareporter.com • Mail Track for Gmail - mailtrack.io • Follow #journorequest on X (Twitter) and LinkedIn • Sub Stack Newsletter Writers:   - Trae Bodge - traebodge.substack.com   - Aly Walansky - alywalansky.substack.com   Sponsored By: Transform occasional buyers into devoted collectors with our FREE Sales on Repeat private podcast series. Get instant access at flourishthriveacademy.com/secretpodcast Transform your in-person jewelry sales into a thriving online business with our Train Your Customers to Buy Online Home Study program. Learn more at flourishthriveacademy.com/TYC   Connect with Gloria: Website: gloriachoupr.com Instagram: @gloriachoupr Free PR Masterclass: gloriachoupr.com/masterclass   Connect with Tracy: Instagram: @tracymatthewsny Facebook: @FlourishThriveAcademy TikTok: @flourish_thrive Buy The Desired Brand Effect: desiredbrandeffect.com   Are you enjoying the podcast? We’d be so grateful if you gave us a rating and review! Your 5 star ratings help us reach more businesses like yours and allows us to continue to deliver valuable content every single week.  Click here to review the show on Apple podcast or your favorite platform Select “Ratings and Reviews” and “Write a Review” Share your favorite insights and inspirations If you haven’t done so yet, make sure that you subscribe to the show wherever you listen to podcasts and on Apple Podcast for special bonus content you won’t get elsewhere.   xo, Tracy Matthews  

I published the Desired Brand Effect 3 years ago this week, and thanks to you it not only became a bestseller - but helped many jewelry brands finally find their brand voice and raise themselves above the competition.   (Haven’t read it yet? Buy it here) One common request I get is for a workbook that goes along with the book and makes it easier to implement all the life-changing advice. So today I’m happy to announce the Desired Sharing Proposition Brand Guidelines. Today’s podcast episode is all about what you need to know to create your Desired Brand Effect, fill out your Brand Guidelines, and start making those sales! In this episode, you’ll learn: [01:04] 3-Year Bestselling Book Anniversary + Desired Brand Effect Guide [03:00] Why I wrote the Desired Brand Effect [04:08] Stand out and create raving fans with your Desired Sharing Proposition - Your USP on 🔥 [07:57] Core Crossover Values - Communicate how your business’s core values align with your customers’ [10:11] Accountability - Eliminate excuses and take responsibility for your business’s success [12:50] Your Brand Story - Making your customers the focus of your story [14:54] Emotional connection - what makes jewelry customers buy more [16:07] Visual Identity - how your band creates an experience for your customer [18:20] Brand Alignment - what separates the brands that work from the brands that don’t [24:52] Dive Deeper - ways to really get to know your customers and what they are looking for [28:51] Common branding mistakes to avoid [29:41] Quick wins you can implement today Here are the resources mentioned in the show: Buy My Bestselling Book: The Desired Brand Effect (3-Year Anniversary!) Buy the Desired Sharing Proposition Brand Guidelines. Subscribe to my ‘Sales on Repeat' Private Podcast   Are you enjoying the podcast? We’d be so grateful if you gave us a rating and review! Your 5 star ratings help us reach more businesses like yours and allows us to continue to deliver valuable content every single week.  Click here to review the show on Apple podcast or your favorite platform Select “Ratings and Reviews” and “Write a Review” Share your favorite insights and inspirations   If you haven’t done so yet, make sure that you subscribe to the show wherever you listen to podcasts and on Apple Podcast for special bonus content you won’t get elsewhere. xo, Tracy Matthews   Follow on Instagram: Follow @Flourish_Thrive on Instagram Follow @TracyMatthewsNY  Instagram Follow Flourish & Thrive Facebook   Follow us on Tik Tok: Follow @Flourish_Thrive Tik Tok Follow @TracyMatthewsNY on Tik Tok  

500 Episodes!  Wow - what a milestone! Whether you’ve been with me from the beginning or joined somewhere along the way - I want to thank you for joining me every week, putting in your earbuds, and going on this adventure together! To celebrate - this episode is all about reinventing ourselves. We all grow and go through changes in our lives - and often the most troubling times are the ones that push us through to the next level. This really hit home for me as I was listening to Amanda Francis, and she said a line I’ll never forget: “Your setback is your comeback.” In today’s episode - I’ll be exploring what that sentence means to me - and how you can use its wisdom to embrace the hard times in your life and become the person you are meant to be! Here’s what’s in this episode: [0:00] I’m giving you the same process that has helped me make millions [1:54] Your Setback is Your Comeback + 500 Episodes!! [3:36] The secret I’ve been hiding for 5 years [7:36] The future of Flourish & Thrive and what it means for you [11:50] Join the JMC, get the beta price forever, and receive other exclusive bonuses and discounts [12:58] 2 personal setbacks that led to who I am today [16:23] What are your setbacks trying to tell you? [21:08] Letting creativity bloom in your life [23:18] Making a comeback plan [26:14] Leveraging your setback lessons [28:28] A friendly reminder: find a supportive community [29:44] Embrace the journey and celebrate with me   Here are the resources mentioned in the show: Connect with Tracy on Instagram! Buy Gloci - supports healthy gut and glowing skin Get the Holiday Sales Machine Marketing + Holiday Content Bundle 5-Step Holiday Sales Masterclass Join our JMC Holiday Sales Challenges TODAY!   Are you enjoying the podcast? We’d be so grateful if you gave us a rating and review! Your 5 star ratings help us reach more businesses like yours and allows us to continue to deliver valuable content every single week.  Click here to review the show on Apple podcast or your favorite platform Select “Ratings and Reviews” and “Write a Review” Share your favorite insights and inspirations If you haven’t done so yet, make sure that you subscribe to the show wherever you listen to podcasts and on Apple Podcast for special bonus content you won’t get elsewhere.   xo, Tracy Matthews   Follow on Instagram: Follow @Flourish_Thrive on Instagram Follow @TracyMatthewsNY  Instagram Follow Flourish & Thrive Facebook   Follow us on Tik Tok: Follow @Flourish_Thrive Tik Tok Follow @TracyMatthewsNY on Tik Tok  

“Am I willing to consider that I am the type of person who can be a wildly successful entrepreneur?” That question is the first step to building the bridge of belief that will take you from who you are now to the woman you want to be. In today’s episode, Alessia Citro breaks down the process of building Higher-Self Habits starting from building a belief bridge that you can succeed to actualizing that belief using her 5-step Framework for Building Higher-Self Habits. This episode’s rundown: [00:00] Intro [00:42] 5-Step Holiday Sales Masterclass [02:03] Introducing Alicia [04:05] Holiday Content Marketing Bundle [04:59] From Big Tech Corporate Dropout to Self-Made Entrepreneur  [11:37] Finding Consistency by Developing Habits: Leaving the boom and bust cycle [13:26] Giving birth to a book: the pregnancy of book writing [15:46] Reaching your Higher Self: Creating a New Identity [19:21] A 5-step framework for Building Higher-Self Habits [22:45] Mitigating Negative Thought Patterns and Maximizing your Potential [32:01] Being Open to Becoming More [34:26] Self-Publishing Your Own book [36:32] Finding balance in business: Creativity, Chaos, Order, and Integration [43:02] Designing Habits that Work: A.C.T.S  [48:58] Make your own Audiobook [49:45] Join the JMC Holiday Sales Challenges   Here are the resources mentioned in the show: Follow Alessia on Instagram! Buy Alessia’s Book: Higher Self Habits Get the Holiday Sales Machine Marketing + Holiday Content Bundle 5-Step Holiday Sales Masterclass Join our JMC Holiday Sales Challenges TODAY!   Are you enjoying the podcast? We’d be so grateful if you gave us a rating and review! Your 5 star ratings help us reach more businesses like yours and allows us to continue to deliver valuable content every single week.  Click here to review the show on Apple podcast or your favorite platform Select “Ratings and Reviews” and “Write a Review” Share your favorite insights and inspirations   If you haven’t done so yet, make sure that you subscribe to the show wherever you listen to podcasts and on Apple Podcast for special bonus content you won’t get elsewhere. xo, Tracy Matthews   Follow on Instagram: Follow @Flourish_Thrive on Instagram Follow @TracyMatthewsNY  Instagram Follow Flourish & Thrive Facebook   Follow us on Tik Tok: Follow @Flourish_Thrive Tik Tok Follow @TracyMatthewsNY on Tik Tok  

Marketing is hard work.  It takes a lot of time and energy to acquire a new customer.  And while we wish every customer would become a repeat customer, many just buy once and are never seen again. So what if, instead of putting in a lot more work to acquire another customer, you put in a little more to get a newly acquired customer to spend even more with you than they originally planned? I’m talking about increasing your Average Order Value (AOV). In today’s episode - I share with you 5 Ways to increase your AOV and make a lot more money with only a bit more work. This episode’s rundown:  [00:00] My big move! [02:18] Strategies to increase your Average Order Value (AOV) [03:34] Get our Holiday Marketing and Content Bundle with insane FREE bonuses [05:31] Hummingbird Rising: Your setback is your comeback [08:12] Sell 20% more product to each customer on average [11:08] Create a win-win between you and the customer [14:29] Add value and charge more without increasing costs *much* [16:11] Give a shopping experience [18:20] Get your customers to buy now and fall in love with the item [20:23] Make it easy on yourself - let us help you  [21:22] Give us feedback and spread the word!   Here are the resources mentioned in the show: Join the Holiday Sales Challenge The Holiday Sales Machine Marketing + Content Bundle   Are you enjoying the podcast? We’d be so grateful if you gave us a rating and review! Your 5 star ratings help us reach more businesses like yours and allows us to continue to deliver valuable content every single week.  Click here to review the show on Apple podcast or your favorite platform Select “Ratings and Reviews” and “Write a Review” Share your favorite insights and inspirations   If you haven’t done so yet, make sure that you subscribe to the show wherever you listen to podcasts and on Apple Podcast for special bonus content you won’t get elsewhere. xo, Tracy Matthews   Follow on Instagram: Follow @Flourish_Thrive on Instagram Follow @TracyMatthewsNY  Instagram Follow Flourish & Thrive Facebook   Follow us on TikTok: Follow @Flourish_Thrive TikTok Follow @TracyMatthewsNY on TikTok

If I could solve one business problem for you - what would it be? That’s what Chelsea and I offered our latest 2-day live mastermind attendees who paid $1997 to attend. And you’re in luck - because we recorded a full hour of AMA where Chelsea and I solved their biggest business problems. Get the inside scoop on similar Jewelry businesses to yours and hear our solutions to their biggest business problems. In this jam-packed hour you’ll hear questions and answers for: How to make buying from you so easy that your customers can’t help themselves Give your customers an experience they will remember and come back for again and again Turn your most loyal customers into brand ambassadors and affiliates What to automate and outsource - and what to do yourself And much, much more.   Solutions Given: [00:00] Recapping our latest live mastermind event [2:09] The JMC: learn Holiday Promotion Strategies and get accountability [3:08] The 5-Step Holiday Sales Playbook: get the same playbook I use to train my top-tier brands [04:19, 29:36] Marketing in hard times: how to sell ethically when your customers may be struggling financially [08:08, 28:16, 48:39] More than just a customer: what to do to make your customers feel special [10:05, 23:15] Serving your customers: sell more by making it easy [13:00] Email marketing: what happens if my customers unsubscribe? [15:50] CRM: how do I keep track of all my customers’ life events (like anniversaries)? [20:41, 27:33] Automating personalized recommendations: show your customers just what they want to see without spending all your time doing it [31:05, 54:40] Affiliates, ambassadors, and loyalty programs: how to set up and manage them [40:23, 47:38] Automating, Outsourcing, and Migrating: which parts of your business you should handle, which parts you should use technology for, and what you should outsource.  Also, how to switch from one platform to another with minimal headaches. [42:30] AI marketing: can I use AI to attract my ideal customers? [50:57] Legal: Can I “poach” customers from other platforms? [58:55] Holiday Content Creation Strategy: 30-day marketing & revenue challenges to make this holiday season your highest grossing ever! [59:37] What’s working right now to give you great results this Holiday Season   Here are the resources mentioned in the show: Join the 30-Day Holiday Sales Challenge 5-Step Holiday Sales Playbook Masterclass   Are you enjoying the podcast? We’d be so grateful if you gave us a rating and review! Your 5 star ratings help us reach more businesses like yours and allows us to continue to deliver valuable content every single week.  Click here to review the show on Apple podcast or your favorite platform Select “Ratings and Reviews” and “Write a Review” Share your favorite insights and inspirations   If you haven’t done so yet, make sure that you subscribe to the show wherever you listen to podcasts and on Apple Podcast for special bonus content you won’t get elsewhere.   xo, Tracy Matthews   Follow on Instagram: Follow @Flourish_Thrive on Instagram Follow @TracyMatthewsNY  Instagram Follow Flourish & Thrive Facebook   Follow us on Tik Tok: Follow @Flourish_Thrive Tik Tok Follow @TracyMatthewsNY on Tik Tok  

I know you’re probably swamped this time of year with the holidays right around the corner. It’s easy to lose sight of your goals and get distracted - both professionally and personally - with all the distractions this time of year presents us with. Don’t worry - I’ve got your back! In today’s Thrive By Design episode - I give you my 5-Step Holiday Planning Process that has helped me make millions of dollars in sales and is what I teach the top-tier brands I coach to help them increase their holiday sales year over year. This episode’s rundown: [00:00] Get my 5-step holiday sales playbook masterclass - for free [04:16] Join my upcoming masterminds for 6-7-figure business owners [06:19] Develop your holiday content strategy using my 5-step Holiday Planning process [06:41] Identify your vision and turn it into goals [08:59] Create a strategy that supports your vision [10:39] Break down your strategy into tactics [12:21] Execute your RGAs - Hannah’s story [14:25] Break free from your limiting beliefs with a sales mindset [19:21] Going all in: 7-figures in the rural midwest - Lindsey’s Story [22:27] You’re invited to join the 30-day Holiday Sales Challenge in the JMC    Here are the resources mentioned in the show: 5-Step Holiday Sales Playbook Masterclass 30-Day Holiday Marketing Challenge in the Jewelry Marketing Collective   Are you enjoying the podcast? We’d be so grateful if you gave us a rating and review! Your 5 star ratings help us reach more businesses like yours and allows us to continue to deliver valuable content every single week.  Click here to review the show on Apple podcast or your favorite platform Select “Ratings and Reviews” and “Write a Review” Share your favorite insights and inspirations   If you haven’t done so yet, make sure that you subscribe to the show wherever you listen to podcasts and on Apple Podcast for special bonus content you won’t get elsewhere.   xo, Tracy Matthews   Follow on Instagram: Follow @Flourish_Thrive on Instagram Follow @TracyMatthewsNY  Instagram Follow Flourish & Thrive Facebook   Follow us on Tik Tok: Follow @Flourish_Thrive Tik Tok Follow @TracyMatthewsNY on Tik Tok  

Managing a business can take so much time. Whether you have a team of employees or have to do everything yourself - managing your business probably takes more time than you’d like. Today’s guest Callan Faulkner is an expert on streamlining businesses' operations to maximize their efficiency and productivity. And if you put into practice her advice - you’ll find yourself getting back hours if not whole days every week. This episode’s rundown: [00:00] Intro & introducing Callan Faulkner [04:35] Using AI to make businesses efficient [09:26] AI for web search (hint: do the polar OPPOSITE of Google search) [14:05] Don’t get mistaken for AI: use Claude - the most human-sounding AI model [16:54] Research with confidence: use Perplexity [20:01] Write pitches for PR using Claude  [23:24] Why you should spend time training AI (it’s not that hard once you know what “training” really means) [25:31] Make your own CLIFF notes -  Notebook LM - reads your pick of 50 books in seconds [28:15] The best way to learn AI to streamline your business [35:26] Latest Updates and Big Changes   Here are the resources mentioned in the show: Save your seat for Callan’s FREE AI Masterclass! Join JMC's 30-day Holiday Marketing Strategy Challenge for October   Are you enjoying the podcast? We’d be so grateful if you gave us a rating and review! Your 5 star ratings help us reach more businesses like yours and allows us to continue to deliver valuable content every single week.  Click here to review the show on Apple podcast or your favorite platform Select “Ratings and Reviews” and “Write a Review” Share your favorite insights and inspirations   If you haven’t done so yet, make sure that you subscribe to the show wherever you listen to podcasts and on Apple Podcast for special bonus content you won’t get elsewhere.   xo, Tracy Matthews   Follow on Instagram: Follow @Flourish_Thrive on Instagram Follow @TracyMatthewsNY  Instagram Follow Flourish & Thrive Facebook   Follow us on Tik Tok: Follow @Flourish_Thrive Tik Tok Follow @TracyMatthewsNY on Tik Tok

“I feel like I spend more time on content creation than making Jewelry.” If that line resonated with you - you’re not alone. Creatives often reach out to me expressing that they want to spend more time working on their Jewelry instead of writing, editing, and producing their own marketing content. I heard you loud and clear - so I reached out to Phil Vilk, an agency owner who specializes in marketing with User Generated Content - using your customers instead of yourself for content creation. In this episode, you’ll learn:  [0:00] Latest news and announcements [03:23] How Phil went from hating agencies to starting one himself [06:44] What should the customer say to create the best testimonial? [08:38] The ethics and legality of incentivizing customers for testimonials. [09:40] How much should you budget to pay for customer reviews? [12:49] Using JotForm to get the videos, display terms & conditions, and turn reviewers into affiliates [15:00] The 7 elements of a good customer testimonial (including the 1 thing that should Never be in a testimonial) [16:54] Optimal length for a user-generated video [17:41] How do you prep someone to do an unboxing video? [19:02] Editing testimonial videos & compilations [22:07] Scoring customer testimonials and determining compensation [24:05] Advertising strategies if you don’t have the budget to hire an agency [27:14] What it’s like to work with Phil & how to connect with him Here are the resources mentioned in the show: Phil’s website - Creative Launch Follow Phil on Instagram Laying the Foundation - Enroll now (final cohort) Magnetic Marketing Masterclass - Watch on Demand for free   Are you enjoying the podcast? We’d be so grateful if you gave us a rating and review! Your 5 star ratings help us reach more businesses like yours and allows us to continue to deliver valuable content every single week.  Click here to review the show on Apple podcast or your favorite platform Select “Ratings and Reviews” and “Write a Review” Share your favorite insights and inspirations   If you haven’t done so yet, make sure that you subscribe to the show wherever you listen to podcasts and on Apple Podcast for special bonus content you won’t get elsewhere.   xo, Tracy Matthews   Follow on Instagram: Follow @Flourish_Thrive on Instagram Follow @TracyMatthewsNY  Instagram Follow Flourish & Thrive Facebook   Follow us on Tik Tok: Follow @Flourish_Thrive Tik Tok Follow @TracyMatthewsNY on Tik Tok  

How much ROI can you get in ONE year by investing in yourself? Today is a very special episode of Thrive By Design - because I have a panel of women who have all become successful Jewelry business owners in their own right. What they all have in common is that they decided to invest in our Laying The Foundation program, listened to our coaches, worked hard, and achieved amazing results. The panel discussion rundown:   [0:00] [News & Announcements / Intro] [4:58] Meet the Panelists and discover the biggest mindset hurdle they overcame [17:12] Erin’s journey from $18k a year to $19k in one month [22:36] Wanda’s business restructuring over the past year and finding clarity about her dream clients [26:00] Lara Miller - breaking through her block, gaining confidence in her pricing, and rebranding her business [30:21] Dawn - her side of the story coaching Laura through her block and her philosophy on coaching [34:45] Laura Stamper - Making back $10k in business investment by end of Q1 - realizing her limitations, outsourcing her weaknesses and playing to her strengths. [42:33] Lindsey - from $13k / year to six figures in 4 years [47:35] Panel Question: “Did you have any hesitations about joining Laying the Foundation - and what would you say to someone who is on the fence?” [1:04:31] Invitation to join LTF - and how to contact me with any questions you may have.   Here are the resources mentioned in the show: Laying the Foundation Ask Tracy A Question About LTF Magnetic Marketing Masterclass   Guest (Instagram) Website Erin Kandoll Twisted Ginger Jewelry Lindsey Kirk Lindsey the Ladysmith Laura Stamper Laura Stamper Designs Lara Miller The Charmed Rabbit Wanda Nichols VANDA Inspired   Are you enjoying the podcast? We’d be so grateful if you gave us a rating and review! Your 5 star ratings help us reach more businesses like yours and allows us to continue to deliver valuable content every single week.  Click here to review the show on Apple podcast or your favorite platform Select “Ratings and Reviews” and “Write a Review” Share your favorite insights and inspirations   If you haven’t done so yet, make sure that you subscribe to the show wherever you listen to podcasts and on Apple Podcast for special bonus content you won’t get elsewhere.   xo, Tracy Matthews   Follow on Instagram: Follow @Flourish_Thrive on Instagram Follow @TracyMatthewsNY  Instagram Follow Flourish & Thrive Facebook   Follow us on Tik Tok: Follow @Flourish_Thrive Tik Tok Follow @TracyMatthewsNY on Tik Tok